Method and apparatus for providing directed advertising based on user preferences

ABSTRACT

A method, apparatus, article of manufacture, and a memory structure for providing advertisements with a media program transmitted to a user device are described. The method permits the user to control the presentation of advertisements.

CROSS-REFERENCE TO RELATED APPLICATIONS

This application claims benefit of U.S. Provisional Patent ApplicationSer. No. 61/386,913, entitled “METHOD AND APPARATUS FOR PROVIDINGDIRECTED ADVERTISING BASED ON USER PREFERENCES,” by Richard W. Tom,Jason Kilar, Eric. I Feng, Hua Zheng, Jean-Paul Colaco and William Z.Holt, filed Sep. 27, 2010, which application is hereby incorporated byreference herein.

This application is also a continuation-in-part (CIP) of pending U.S.Utility patent application Ser. No. 12/627,311, entitled “METHOD ANDAPPARATUS FOR COLLECTING VIEWER SURVEY DATA AND FOR PROVIDINGCOMPENSATION FOR SAME,” by Robert M. Wong, Richard W. Tom, EugeneChuan-Huai Wei and Jason A. Kilar, filed Nov. 30, 2009, whichapplication is a continuation-in-part (CIP) of pending U.S. Utilitypatent application Ser. No. 12/401,547, entitled “METHOD AND APPARATUSFOR PROVIDING DIRECTED ADVERTISING BASED ON USER PREFERENCES,” byRichard W. Tom, Eric Feng, Zheng Hua, Jean-Paul Colaco, and Adam W.Miller, filed Mar. 10, 2009, which application claims benefit of U.S.Provisional Patent Application No. 61/035,243, entitled “METHOD OFDELIVERING ADVERTISEMENTS TO A USER,” by Adam Miller and Richard W. Tom,filed Mar. 10, 2008, all of which applications are hereby incorporatedby reference herein.

This application is also a continuation-in-part (CIP) of pending U.S.Utility patent application Ser. No. 12/401,547, entitled “METHOD ANDAPPARATUS FOR PROVIDING DIRECTED ADVERTISING BASED ON USER PREFERENCES,”by Richard W. Tom, Eric Feng, Zheng Hua, Jean-Paul Colaco, and Adam W.Miller, filed Mar. 10, 2009, which application claims benefit of U.S.Provisional Patent Application No. 61/035,243, entitled “METHOD OFDELIVERING ADVERTISEMENTS TO A USER,” by Adam Miller and Richard W. Tom,filed Mar. 10, 2008, all of which applications are hereby incorporatedby reference herein.

This application is also related to the following applications, all ofwhich are hereby incorporated by reference herein:

U.S. patent application Ser. No. ______, entitled “METHOD AND APPARATUSFOR PROVIDING USER INFORMATION TO IMPROVE ADVERTISING EXPERIENCE”, byJason Kilar, Jessica Ivy, Wing Chit Mak, Richard W. Tom, Robert Wong,Bryon Schafer, Hua Zheng, Jean-Paul Colaco, Brian Soebekti, filed onsame day herewith;

U.S. patent application Ser. No. ______, entitled “METHOD AND APPARATUSFOR USER SELECTION OF ADVERTISING COMBINATIONS”, by Jason Kilar, RichardW. Tom, Eric I. Feng, Hua Zheng, Jean-Paul Colaco, Xin Jin, filed onsame day herewith;

U.S. patent application Ser. No. ______, entitled “METHOD AND APPARATUSFOR PROVIDING USER CONTROL OF ADVERTISING BREAKS ASSOCIATED WITH A MEDIAPROGRAM”, by Jason Kilar, Jean-Paul Colaco, Richard W. Tom, Jessica Ivy,filed on same day herewith;

U.S. patent application Ser. No. ______, entitled “METHOD AND APPARATUSFOR PROVIDING A USER-EDITABLE PLAYLIST OF ADVERTISEMENTS”, by JasonKilar, Jean-Paul Colaco, Richard W. Tom, Jessica Ivy, filed on same dayherewith;

U.S. patent application Ser. No. ______, entitled “METHOD AND APPARATUSFOR SAVING OR BOOKMARKING ADVERTISEMENTS FOR LATER VIEWING”, by JasonKilar, Jean-Paul Colaco, Richard W. Tom, Jessica Ivy, filed on same dayherewith; and

U.S. patent application Ser. No. ______, entitled “METHOD AND APPARATUSFOR PERMITTING USER INTERRUPTION OF AN ADVERTISEMENT AND THESUBSTITUTION OF ALTERNATE ADVERTISEMENT VERSION”, by Jason Kilar,Jessica Ivy, Wing Chit Mak, Richard W. Tom, Robert Wong, Bryon Schafer,Hua Zheng, Jean-Paul Colaco, Brian Soebekti, filed on same day herewith.

BACKGROUND OF THE INVENTION

1. Field of the Invention

The present invention relates to systems and methods for providingstreaming media to users, and in particular, to a system and method fordirected advertising in said streaming media.

2. Description of the Related Art

The dissemination and playback of media programs has undergonesubstantial changes in the past decade. Previously, media programs(which may include audio, video, or both) were disseminated either byanalog broadcast (conventional, satellite, or cable) or by disseminationof films to movie theaters.

These traditional dissemination and playback means remain in use afterthe advent of digital technology. However, digital technologies have hada profound effect on the dissemination and playback of media programs.

First, digital technology permitted the use of digital video recorders(DVRs). DVRs, while similar in function to standard analog videocassette recorders (VCRs), provide a number of additional usefulfunctions including live pause, the ability to record one program whileplaying back another, and the integration of the electronic programguides with DVR functionality (so that the recordation of media programscould be scheduled far in advance).

Second, digital technology also permitted the dissemination and playbackof media programs via the Internet, and with improved signal processingand more and more households with high-speed Internet access (e.g. DSL,fiber, and/or satellite). These methods of dissemination and playbackhave become competitive with traditional means. Dissemination of mediaprograms via the Internet may occur either by simple downloading,progressive downloading or streaming.

For progressive download, a media file having the media program isdownloaded via the Internet using dial-up, DSL, ADSL, cable, T1, orother high speed connection. Such downloading is typically performed bya web server via the Internet.

Simple downloading downloads the bytes of the media file in anyconvenient order, while progressive download downloads bytes at thebeginning of a file and continues downloading the file sequentially andconsecutively until the last byte. At any particular time duringprogressive downloading, portions of the file may not be immediatelyavailable for playback. In some situations, the entire file must bedownloaded first before a media player can start playback. In otherprogressive download situations, media players are able to startplayback once enough of the beginning of the file has downloaded,however, the media player must download enough information to supportsome form of playback before playback can occur. Playback ofprogressively downloaded media files is often delayed by slow Internetconnections and is also often choppy and/or contains a high likelihoodof stopping after only a few seconds. Once a progressively downloadedmedia program has been completely downloaded, it may be stored on theend-user device for later use.

One of the disadvantages of a progressive downloading is that the entitytransmitting the data (the web server) simply pushes the data to theclient as fast as possible. It may appear to be “streaming” the videobecause the progressive download capability of many media players allowsplayback as soon as an adequate amount of data has been downloaded.However, the user cannot fast-forward to the end of the file until theentire file has been delivered by the web server. Another disadvantagewith progressive downloading is that the web server does not makeallowances for the data rate of the video file. Hence if the networkbandwidth is lower than the data rate required by the video file, theuser would have to wait a period of time before playback can begin. Ifplayback speed exceeds the data transfer speed, playback may be pausedfor a period of time while additional data is downloaded, interruptingthe viewing experience. However, the video playback quality may behigher when the playback occurs because of the potentially higher datarate. For example, if a 100 kbps video file can be delivered over a 56kbps modem, the video will be presented at the 100 kbps rate, but theremay be periods when playback will be paused while additional video datais downloaded. The video data is typically downloaded and stored as atemporary file in its entirety.

Web servers typically use HTTP (hypertext transport protocol) on top ofTCP (transfer control protocol) to transfer files over the network. TCP,which controls the transport of data packets over the network, isoptimized for guaranteed delivery of data, not speed. Therefore, if abrowser senses that data is missing, a resend request will be issued andthe data will be resent. In networks with high delivery errors, resendrequests may consume a large amount of bandwidth. Since TCP is notdesigned for efficient delivery of adequate data or bandwidth control(but rather guaranteed delivery of all data), it is not preferred forthe delivery of video data in all applications.

Streaming delivers media content continuously to a media player andmedia playback occurs simultaneously. The end-user is capable of playingthe media immediately upon delivery by the content provider. Traditionalstreaming techniques originate from a single provider delivering astream of data to a set of end-users. High bandwidths and centralprocessing unit (CPU) power are required to deliver a single stream to alarge audience, and the required bandwidth of the provider increases asthe number of end-users increases.

Unlike progressive downloading, streaming media can be deliveredon-demand or live. Wherein progressive download requires downloading theentire file or downloading enough of the entire file to start playbackat the beginning, streaming enables immediate playback at any pointwithin the file. End-users may skip through the media file to startplayback or change playback to any point in the media file. Hence, theend-user does not need to wait for the file to progressively download.Typically, streaming media is delivered from a few dedicated servershaving high bandwidth capabilities.

A streaming media server is a specialized device that accepts requestsfor video files, and with information about the format, bandwidth andstructure of those files, delivers just the amount of data necessary toplay the video, at the rate needed to play it. Streaming media serversmay also account for the transmission bandwidth and capabilities of themedia player. Unlike the web server, the streaming media servercommunicates with the user device 102 using control messages and datamessages to adjust to changing network conditions as the video isplayed. These control messages can include commands for trick playfunctions such as fast forward, fast reverse, pausing, or seeking to aparticular part of the file. Since a streaming media server transmitsvideo data only as needed and at the rate that is needed, precisecontrol over the number of streams served can be maintained. Unlike thecase with progressive downloading, the viewer will not be able to viewhigh data rate videos over a lower data rate transmission medium.However, streaming media servers (1) provide users random access to thevideo file, (2) allows monitoring of who is viewing what video programsand how long they are watched (3) use transmission bandwidth moreefficiently, since only the amount of data required to support theviewing experience is transmitted, and (4) the video file is not storedin the viewer's computer, but discarded by the media player, thusallowing more control over the content.

Streaming media servers may use HTTP and TCP to deliver video streams,but generally use RSTP (real time streaming protocol) and UDP (userdatagram protocol). These protocols permit control messages and savebandwidth by reducing overhead. Unlike TCP, when data is dropped duringtransmission, UDP does not transmit resent requests. Instead, the servercontinues to send data. Streaming media servers can also deliver livewebcasts and can multicast, which allows more than one client to tuneinto a single stream, thus saving bandwidth.

Typically, progressively downloaded media is transmitted to the userdevice 102 at a rate that is faster than playback. The media programplayer buffers this data, and may indicate how much of the media programhas been buffered by providing an indicator, usually as a part of a“progress bar.” A control is often provided that allows the user to goto any point in the program that has already been buffered by selectingthe control and moving it to a different location along the progressbar. This allows the user to randomly access any buffered portion of themedia program.

Streaming media players do not rely on buffering to provide randomaccess to any point in the media program. Instead, this is accomplishedthrough the use of control messages transmitted from the media player tothe streaming media server.

The delivery of media programs can be accomplished under a variety ofmodels. In one model, the user pays for the viewing of the media program(for example, using a pay-per-view service). In another model widelyadopted by broadcast television shortly after its inception, sponsorspay for the presentation of the media program in exchange for the rightto present advertisements during or adjacent to the presentation of theprogram.

The advent of DVRs has had a profound effect upon the advertising modeldescribed above. DVRs permit the user to record media programs (inadvance or during their broadcast), and permit the user to easily bypassadvertisements presented during the media program by use of trick-playfunctions such as fast forward and reverse.

However, DVRs are not capable of these operations with media programsprovided as streaming media. In such cases, the user must view theadvertisements. The fact that users cannot skip advertisements withinstreamed media using a DVR-like device is both a strength and a weaknessof this media program delivery paradigm. It is a strength, becauseadvertisers can be assured that the viewers are actually watching theadvertisements placed within the media program and not skipping them.However, it also represents a barrier to the widespread viewing of mediaprograms via streaming media because users prefer to skip advertisementsthat are not of interest.

Systems that offer users some modicum of control are known in the art.For example, the systems disclosed in U.S. Patent Publication2003/0154475, by Rodriguez, published Aug. 14, 2003, U.S. PatentPublication 2008/0127251, by Watchfogel, published May 29, 2008, U.S.Patent Publication 2003/0149975, by Elderling, published Aug. 7, 2003,and U.S. Patent Publication 2008/0196060 by Varghese.

However, Rodriguez discloses a system wherein electronic advertisementinformation (EAI) is transmitted to the digital home communicationsterminal (DHCT) and used to determine whether advertisements arepresented. Since the DHCT controls which advertisements are shown to theuser, Rodriguez teaches a system wherein the headend cannot be certainwhether a viewer has viewed an advertisement or not. Instead, Rodriguezteaches that this information must be inferred from other DHCT inputs.Ad preference are also locally stored, not stored at the media programprovider.

Watchfogel likewise discloses a system in which decisions regardingwhich commercials are to be presented are made at the user device.Watchfogel uses “tags” which are among the metadata transmitted to theuser device, which indicate whether an advertisement can be replaced ordelayed. The “tags” must be held secure from tampering (otherwise, theheadend loses control over which advertisements can be delayed andotherwise controlled), and are therefore encrypted before transmissionfrom the headend to the user unit. Watchfogel teaches that the user unitseparately reports which commercials were viewed back to the headend.

Elderling differs in that it discloses the notion of streaming mediaprograms, yet the STB uses a profiling engine to monitor whether theviewer watches ads or not. Thus, Elderling teaches that even whenadvertisements are streamed to the user device, the user device itselfmakes the decision regarding which advertisements are displayed, and theuser device aggregates viewing information and transmits thatinformation back to the headend. The headend is therefore unaware ofwhich advertisements the viewer has seen and which they have not, andany information the headend actually receives regarding viewer behavioris obtained via a separate message that is substantially delayed intime. Consequently, it cannot easily be used to determine whichadvertisements to present to the user soon thereafter.

What is needed is a system and method that does not need infer whichadvertisements the user is watching and those that the user is not, andinstead uses available information to determine user viewing ofadvertisements and uses that information to later refine futureadvertisement alternatives that are presented to the user for selection.Such a system is less susceptible to abuse by disabling the uplink ofinformation back to the headend by separate communication links orseparate communication sessions, and without the use of encryptiontechniques to securely enable the selection functionality at the userdevice.

Also, while the foregoing references provide the user with some modicumof control over presented advertisements, they do so via an interface soclumsy as to dissuade the average user from doing so. For example, if ittakes longer than 15 seconds of manipulation of the user interface toselect an advertisement or an alternative advertisement, most userswould simply prefer to view the additional 15 seconds of the currentlyshown advertisement rather than spend the time and effort to selectanother.

Finally, the foregoing references also disclose systems wherein theadvertisement choices provided to the user for selection are determinedso far in advance, recent user inputs cannot be included in thedetermination of which advertisement choices to provide to the user.

What is needed is a system and method that permits the user to selectadvertising that they want to view. and permits the headend to rapidly,non-intrusively, and without uplinking information, determine if thoseadvertisements are actually viewed. What is also needed is a system andmethod that invites the user to select advertisements they want to see,and one that can be used in a time that is substantially less than thecommercial break itself. And what is also needed is a system and methodthat allows the most recent user input to be factored into advertisementselections that are offered to the user. The present invention satisfiesthese needs.

SUMMARY OF THE INVENTION

To address the requirements described above, a method, apparatus andarticle of manufacture for providing an advertisement with a streamedmedia program having at least one advertising break is disclosed. In oneembodiment, the method comprises the steps of receiving first data froma user device in a media program provider, the data identifying themedia program to be streamed to the user device, transmitting seconddata from the media program provider to the user device, the second datacomprising metadata defining an advertising break having at least oneadvertisement opportunity within the media program, at the advertisementopportunity, transmitting third data to the user device, the third datacomprising advertising control options, receiving fourth data from theuser device, the fourth data comprising the user selected advertisingcontrol options, streaming the advertisement to the user deviceaccording to the user selected advertising control options, receivingfifth data comprising data describing the streaming of the advertisementto the user device, and deriving and storing advertisement viewing datafrom the received fifth data. The apparatus comprises means forperforming the foregoing steps.

The foregoing provides a number of advantages over prior art systems andmethods. First, it reduces the number of skipped advertisements byallowing the user to directly select which advertisement they would liketo see from a group of candidate advertisements. This actively engagesthe user in the process, and reduces the possibility that the user willbe subject to advertisements that are not of interest. It also presentschoices in a simple, direct user interface that takes little timerelative to the advertisements itself, a factor that is critical ininviting user participation.

Second, it provides a system that is easy to use and effective for bothadvertisers and users. Advertisers can be assured that the users thatare viewing their advertisements are interested in seeing them, andadvertisers are not saddled with additional operational requirements orrestrictions to participate in the process. Because user choicesindicate which advertisements are desired by the users and which arenot, the media program provider can also collect data regarding suchchoices and pass them on to the advertisers (whether for a fee or as afree service), thus providing valuable feedback regarding advertisementeffectiveness and favorability. The system and method also providesusers with some modicum of control over what advertisements they willsee, enhancing the user experience and making users more likely toactively view the advertisements. The collection of relevant userviewing data is assured, while accomplished non-intrusively.

Third, it provides a system that assures that advertisements arerelevant to the user's interests and needs, thus making the most of theadvertisement opportunity. It also assures that the latest user input isfactored into decisions regarding which advertisements and advertisementoptions are presented to the user.

Fourth, it provides a system that can substantially increase advertisingrevenues. Media program providers can charge a premium foradvertisements shown (or ad impressions recorded) for advertisementsthat were selected by active user participation, because the level ofuser engagement, brand recall, and brand favorability for suchadvertisements will be substantially increased over advertisements thatare simply provided to the user without user input.

BRIEF DESCRIPTION OF THE DRAWINGS

Referring now to the drawings in which like reference numbers representcorresponding parts throughout:

FIG. 1 is a diagram illustrating an exemplary media program system;

FIG. 2 illustrates an exemplary computer system that could be used toimplement the present invention;

FIG. 3A is a diagram illustrating a content delivery subsystem andoperations that can be used to deliver media programs and advertisementsfor presentation to a user via standard streaming protocols;

FIGS. 3B-3H are diagrams illustrating a content delivery subsystem andoperations that can be used to deliver media programs and advertisementsfor presentation to a user via an HTTP live streaming protocol;

FIGS. 4A-4F are diagrams illustrating exemplary method steps that can beused to provide one or more advertisements with a streamed media programhaving one or more advertising breaks;

FIGS. 5A and 5B are diagrams illustrating the transmission ofadvertisements to the user in an HTTP live streaming embodiment whenadvertising options are selected before and after commencing playback ofthe media program, respectively;

FIG. 6A is a diagram illustrating one embodiment of a user interface bywhich a user 132 may provide an indicia of compensation so that they maybe entitled to control an advertisement presented with media programs;

FIG. 6B is a diagram illustrating another embodiment in which the user132 provision of the indicia of compensation entitles the user 132 toview the media program with either no advertisements or feweradvertisements;

FIGS. 7A-7B are diagrams illustrating method steps my which the surveyresponses may be entered and optionally managed;

FIG. 8 is a diagram illustrating exemplary operations that can be usedto determine whether an entity is qualified to be offered the option oftaking a survey to view a special version of the media program;

FIG. 9 is a diagram illustrating elements of one embodiment of a userinterface that may be presented in a window to provide previouslyentered survey responses to the user;

FIG. 10 is a diagram illustrating elements of an embodiment of anotheruser interface that may be presented in a window to provide previouslyentered survey responses to the user;

FIGS. 11A and 11B are diagrams illustrating further embodiments of auser interface for managing survey questions;

FIG. 12 is a diagram presenting exemplary method steps that can be usedto generate the survey questions that are transmitted to the user;

FIG. 13 is a diagram illustrating the generation of survey questions;

FIG. 14A is a diagram depicting one embodiment of a user interfacepresenting a plurality possible advertisement choices to the user forselection;

FIG. 14B is a diagram of the user interface presenting specificadvertisement selections to the user;

FIG. 15 is a diagram illustrating another embodiment of an interface forcontrolling advertisement options;

FIGS. 16A-16D are diagrams illustrating exemplary process steps that canbe used to practice an embodiment of the invention in which playback ofan advertisement can be interrupted to provide the user with furtheradvertisement control;

FIGS. 17A-17C is a diagram illustrating an exemplary user interfacesthat can be used to interrupt the playback of an advertisement to selectanother advertisement and to obtain user feedback during the playing ofthe advertisement;

FIG. 18 is a diagram showing an exemplary embodiment of a user interfacethat may be used to control the presentation of advertisements; and

FIG. 19 is a diagram illustrating an embodiment of a user interface forinterrupting playback of an advertisement when the media program playeris in a full-screen mode.

DETAILED DESCRIPTION OF PREFERRED EMBODIMENTS

In the following description, reference is made to the accompanyingdrawings which form a part hereof, and which is shown, by way ofillustration, several embodiments of the present invention. It isunderstood that other embodiments may be utilized and structural changesmay be made without departing from the scope of the present invention.

FIG. 1 is a diagram illustrating an exemplary media program system 100.In the illustrated embodiment, the system 100 may comprise one or moremedia program sources 120A, 120B, communicatively coupled to acommunication network 104 such as the Internet and each having one ormore source video servers 122A, 122B communicatively coupled to one ormore source media program databases 124A, 124B. The media program system100 further comprises a media program provider 110, communicativelycoupled to the communication network 104, and having one or moreprovider video servers 112 and one or more provider databases 114. Inone embodiment, the media program provider 110 is a video-on-demandand/or streaming media program provider.

The media program system 100 may stream media programs to the user'scomputer 102 directly from the media program provider 110, or the mediaprogram provider 110 may operate as a portal, providing an interface tothe media programs available from the media program sources 120A and120B, but not the media program itself (which is instead provided by themedia program source(s) 120).

In the first case, the media program provider 110 licenses mediaprograms from the media program sources 120 (such as www.fox.com orwww.nbc.com), and metadata for such programs is also typically providedto the media program provider 110 from the media program source 120 aswell. Such metadata can be retrieved by the media program provider'sdatabase 114 for use. If supplementary metadata is required, it can beobtained from a metadata source 130 independent from the media programprovider 110 and the media program source 120, as described furtherbelow.

In the second case, the media programs are streamed to the user'scomputer 102 directly from the servers of the media program source 120.When the media program is streamed directly from the media programsource 120, it is often the case that the metadata provided by the mediaprogram source 120 is insufficient. In such cases, supplementarymetadata may be obtained from independent metadata source 130 (such aswww.tv.com or www.imdb.com) or other third party sources. In thiscircumstance, the role of the media program provider 110 is that of aportal that provides the user 132 a list of available media programs andan interface to search to find such programs and to view them.

Media programs and metadata may be obtained via a communication network104 such as the Internet, or through auxiliary (and/or dedicated)communication links 134). Such information may be obtained bywebcrawling (for example, using a program or automated script thatbrowses the World Wide Web in a methodical, automated manner).

Using the computer 102, remote users 132 can communicate with the mediaprogram provider 110 using the communication network 104, to obtainmedia programs (including video-on-demand and/or streaming videoservices) and to search the provider media program database 114 to findmedia programs of interest.

The media program system 100 may also comprise one or more advertisementproviders 140, which supply advertisements that are replayed inconnection with the media programs provided by the media programprovider 110 or media program sources 120. In the illustratedembodiment, the advertisement provider 140 includes an advertisementserver 142 communicatively coupled to an associated and communicativelycoupled advertisement provider database 144.

Advertisements may be supplied from the advertisement provider 140 tothe media program provider 110 via the Internet 104, a dedicated link146, or by physical exchange of a memory storage device having theadvertisement. Such advertisements can be provided to and stored by themedia program provider 110 and streamed or downloaded along with themedia program to the user device 102 at the appropriate time. Asdescribed further below, the media program provider 110 may include theadvertisement provider 140.

In one embodiment, the advertisements are integrated with the streamedor downloaded video from the media program provider 110. In anotherembodiment, the advertisements are not integrated with the mediaprogram, but are instead transmitted to the user device 102 separatelyfrom the media program, and replayed at the appropriate time usingindices that indicate when each advertisement should be presented. Forexample, advertisements can be indexed and streamed or downloaded to theuser device 102, and such advertisements can be played back to the user132 at times indicated by corresponding indices in the media program.

FIG. 2 illustrates an exemplary computer system 202 that could be usedto implement elements of the present invention, including the userdevice 102, servers 112, 122, and 142 and the databases 114, 124, and144. The computer 202 comprises a general purpose hardware processor204A and/or a special purpose hardware processor 204B (hereinafteralternatively collectively referred to as processor 204) and a memory206, such as random access memory (RAM). The computer 202 may be coupledto other devices, including input/output (I/O) devices such as akeyboard 214, a mouse device 216 and a printer 228.

In one embodiment, the computer 202 operates by the general purposeprocessor 204A performing instructions defined by the computer program210 under control of an operating system 208. The computer program 210and/or the operating system 208 may be stored in the memory 206 and mayinterface with the user 132 and/or other devices to accept input andcommands and, based on such input and commands and the instructionsdefined by the computer program 210 and operating system 208 to provideoutput and results.

Output/results may be presented on display 222 or provided to anotherdevice for presentation or further processing or action. Typically, thedisplay 222 comprises a plurality of picture elements (pixels) thatchange state to collectively present an image to the user 132. Forexample, the display 222 may comprise a liquid crystal display (LCD)having a plurality of separately addressable pixels, each with a liquidcrystal that changes to an opaque or translucent state to form a part ofthe image on the display in response to the data or informationgenerated by the processor 204 from the application of the instructionsof the computer program 210 and/or operating system 208 to the input andcommands. Similarly, plasma displays include a pixel having threeseparate subpixel cells, each with a different color phosphor. Thecolors blend together to create the color presented in the pixel. Pulsesof current flowing through the cells are varied according to the datagenerated by the processor from the application of the instructions ofthe computer program and/or operating system 208 in response to inputand commands, changing the intensity of the light provided by the pixel.Also, similarly, cathode ray tube (CRT) displays include a plurality ofpixels, each with each pixel having subpixels typically represented bydots or lines from an aperture grille. Each dot or line includes aphosphor coating that glows when struck by electrons from an electrongun. In response to the data generated by the processor from theapplication of instructions of the computer program and/or operatingsystem 208 and in response to input and commands, the electrons emittedby the electron gun are steered at the dots or lines, thus changing thestate of the associated pixel by causing the phosphor coating of thatdot or line to glow.

The image may be provided through a graphical user interface (GUI)module 218A. Although the GUI module 218A is depicted as a separatemodule, the instructions performing the GUI functions can be resident ordistributed in the operating system 208, the computer program 210, orimplemented with special purpose memory and processors.

Some or all of the operations performed by the computer 202 according tothe computer program 110 instructions may be implemented in a specialpurpose processor 204B. In this embodiment, some or all of the computerprogram 210 instructions may be implemented via firmware instructionsstored in a read only memory (ROM), a programmable read only memory(PROM) or flash memory in within the special purpose processor 204B orin memory 206. The special purpose processor 204B may also be hardwiredthrough circuit design to perform some or all of the operations toimplement the present invention. Further, the special purpose processor204B may be a hybrid processor, which includes dedicated circuitry forperforming a subset of functions, and other circuits for performing moregeneral functions such as responding to computer program instructions.In one embodiment, the special purpose processor is an applicationspecific integrated circuit (ASIC).

The computer 202 may also implement a compiler 212 which allows anapplication program 210 written in a programming language such as COBOL,C++, FORTRAN, or other language to be translated into processor 204readable code. After completion, the application or computer program 210accesses and manipulates data accepted from I/O devices and stored inthe memory 206 of the computer 202 using the relationships and logicthat was generated using the compiler 212.

The computer 202 also optionally comprises an external communicationdevice such as a modem, satellite link, Ethernet card, or other devicefor accepting input from and providing output to other computers.

In one embodiment, instructions implementing the operating system 208,the computer program 210, and the compiler 212 are tangibly embodied ina computer-readable medium, e.g., data storage device 220, which couldinclude one or more fixed or removable data storage devices, such as azip drive, floppy disc drive 224, hard drive, CD-ROM drive, tape drive,DVD, etc. Further, the operating system 208 and the computer program 210are comprised of computer program instructions which, when accessed,read and executed by the computer 202, causes the computer 202 toperform the steps necessary to implement and/or use the presentinvention or to load the program of instructions into a memory, thuscreating a special purpose data structure causing the computer tooperate as a specially programmed computer executing the method stepsdescribed herein. Computer program 210 and/or operating instructions mayalso be tangibly embodied in memory 206 and/or data communicationsdevices 230, thereby making a computer program product or article ofmanufacture according to the invention. As such, the terms “article ofmanufacture,” “program storage device” and “computer program product” asused herein are intended to encompass a computer program accessible fromany computer readable device or media.

Of course, those skilled in the art will recognize that any combinationof the above components, or any number of different components,peripherals, and other devices, may be used with the computer 202.

Although the term “user device” is referred to herein, it is understoodthat a user device 102 may include portable devices such as IPODs,IPHONEs, IPADs, cellphones, portable MP3 players, video game consoles,notebook computers, pocket computers, personal data assistants (PDAs) orany other device with suitable processing, communication, andinput/output capability.

FIG. 3A is a diagram illustrating a first embodiment of a contentdelivery subsystem (CDS) 300A and top-level operations that can be usedto deliver media programs and advertisements for presentation to theuser 132.

Transmitting Media Content and Advertisements Using Streaming Protocols

The media programs an advertisements may be delivered according to anysuitable protocol, including the hypertext transfer protocol (HTTP),transmission control protocol (TCP), real time transport protocol (RTP),and real time streaming protocol (RTSP). TCP, RTP and RTSP all provideinformation to the sender of the media program information regarding thetransmission of the media program to the media program player 304.

In one embodiment, the information ordinarily provided in accordancewith the transfer or transmission protocol can be used the media server114 to determine which data was received and presented by the mediaprogram player 304 and which data was not, without requiring the userdevice 102 to store such information and transmit it to the mediaprogram provider 110 in a separate message or via a separatecommunications channel. In another embodiment, the transfer ortransmission protocol is augmented to include a beacon service thatprovides information regarding the streaming or playback of the mediaprogram. Both embodiments are further described below.

RTP uses a real time control protocol (RTCP) which is used for sessioncontrol and includes receiver reports having reception statistics fromparticipants. RTCP is used to gather statistics on the quality of thetransmission of the media program during the session and transmit thisinformation to session source (e.g. the media server 114) to enableadaptive media encoding. RTP is more fully described in “RTP: ATransport Protocol for Real-Time Applications,” by H Schulzrinne et. al,July 2003 (available at http://tools.ietf.org/html/rfc3550), which ishereby incorporated by reference herein.

RTSP uses control messages sent by the client to the server to controlthe transmission of data to the client. For example, RTSP defines aspeed request header field that requests that the media server deliverthe data to the media program player at a particular speed, consistentwith the media server's ability and desire to provide the media at thatspeed. RTSP is more fully described in “Real Time Streaming Protocol(RTSP),” IETF, 1998 published by the Network Working Group, which isavailable at http://tools.ietf.org/html/rfc2326 and is herebyincorporated by reference herein.

TCP uses an end to end flow control protocol in which the receiver ofthe data specifies, in a receive window field, the amount of additionaldata that it is willing to buffer. The sender then sends only up to thatamount of data and will not send more unless the sender receives anacknowledgement message and another update in the window field. If thereceiver specifies a zero window field, the transmitter stops sendingdata and starts a persist timer. The TCP sender will attempt recovery bysending a small package.

In the embodiment illustrated in FIG. 3A, the content delivery subsystem300 includes the user device 102, a media program provider 110, and anadvertisement provider 140. The media program provider 110 comprises afeed service 306, a content selector 308 and a content managementservice 310.

In one embodiment, when the user 132 selects a media program 320 usingthe user interface module 302 of the user device 102, the media programprovider simply begins transmitting the media program to the mediaprogram player 304. In another embodiment, instead of transmitting themedia program immediately upon receipt of the user selection, the user132 is provided with a resource locator such as a URL at which the mediaprogram 320 may be obtained. This may be accomplished by transmitting anidentifier from the user device 102 to the MPP 110 and in response,receiving the URL where the media program may be obtained. The mediaprogram player 304 can then transmit a media program request to thereceived URL to initiate the streaming of the media program 320 from theMPP 110.

Media program content providers (who generate the media programs 320provided in the CDS 300) may require that the dissemination of the mediaprogram 320 to approved entities such as the MPP 100, and not allowdissemination of the media program 320 through unauthorized channels.This can be accomplished using several different techniques.

One method to discourage unauthorized dissemination is to vary the URLassociated with the media program with time, for example, by changingthe URL associated with the media program every day. After the URLexpires, it is unusable for purposes of obtaining access to the mediaprogram.

Another method is to encrypt or otherwise protect the URL, so that it isusable only by approved media program players. When the user 132 selectsa media program using the user interface module 302 of the user device102, a message is transmitted from the user device 102 to the mediaprogram provider 110 requesting the media program identifier (PID) ofthe selected media program. The feed service 306 receives the request,and using information obtained from secure storage 312 via the contentmanagement service 310, the feed service 306 determines the PID for theselected media program and transmits a message having PID to the userdevice 102. The user device 102 receives the PID. The message from thefeed service 306 may also include authentication information that islater used to secure the transmission of the URL as described below. Inone embodiment, the PID is not time-invariant. In other words, the PIDfor a given media program 320 does not change with time and will alwaysbe associated with that media program 320.

The user device then transmits the PID associated with the selectedmedia program 320 and a user or user device ID to the content selector308 of the media program provider 110. The content selector 308 forwardsthe information to the content management service (CMS) 310, which mayuse the advertisement service 318 to select advertisements oradvertisement options that are appropriate for the user and selectedmedia program, using information stored in secure storage 312. This maybe accomplished as described in co-pending patent application Ser. No.12/787,679, entitled “METHOD AND APPARATUS FOR RAPID AND SCALEABLEDIRECTED ADVERTISING SERVICE,” by Wing Chit Mak, filed May 26, 2010,which application is hereby incorporated by reference herein.

The content management service 310 forwards the selected advertisementsand advertisement options to the content selector 308. The contentselector transmits information from which the user device 102 may obtainthe selected media program from the media server 114, as well as one ormore advertisements from the advertising provider 140. In theillustrated embodiment, this information includes the address (e.g. URL)where the desired media program and advertisement(s) can be obtainedfrom the media server 114. The content selector 308 then transmitsmetadata comprising the URL to the user device 102. This metadata mayinclude an authorization token computed from a user device identifier,and information defining one or more advertising breaks within the mediaprogram. This authorization token may be used to permit authorized userdevices 102 to receive the media program and prevent unauthorized userdevices from doing so. For example, the authorization token can betransmitted by the user device 102 to the media server 114 along with orindependent of the media program request, and the media server 114 maycompare the received authorization token with a database of validauthorization tokens (optionally associated with user IDs) to determineif the media program 320 should be streamed to the user device 102. Or,the user device 102 later compares to the authorization informationreceived from the feed service 306 as described above with theauthorization token to assure that the user device 102 receiving the URLis the same user device 102 that requested the media program.

Alternatively, metadata (and hence, the URL) received from the contentselector 308 is encrypted using private or public keys shared betweenthe MPP 110 and the user device 102 to protect the URL from disclosure.This assures that a different user device 102 will not be able to obtainthe URL by which the media program 320 of interest can be obtained.Further, the user device 102 or media program player 304 may implement asymmetric or asymmetric public and/or private key security procedure bywhich the URL is encrypted with the appropriate key and cannot bedecrypted by the user device 102 unless the user device has theappropriate key. Transmission of the keys necessary to decrypt the URLmay be accomplished in the messages from the feed service 306 or thecontent selector 308.

Other schemes may also be implemented in which authenticationinformation is not transmitted by the feed service 306, but rather, theauthentication token from the content selector 308 is derived from theUser ID of the requesting user or user device 102, and the user device102 must use this User ID to recover or derive the authentication tokenand obtain the URL. In this case, a user device 102 with a differentuser ID will not be able to recover the URL.

In any case, the user device 102 transmits a media program request tothe media server 114 at a specified address or URL associated with theselected media program 320. The media server 114 retrieves the mediaprogram 320 from secure storage 312, and transmits the media program 320to the user device 102. The user device 102 receives the transmittedmedia program 320, and may temporarily store the media program in buffer305. Buffer 305 may include hardware and/or software buffering, and maybe resident in the media program player 305, or elsewhere in the userdevice 102.

If the user 132 enters trick play commands (e.g. to reverse, fastforward, fast reverse, pause playback or to temporally move playback toa different point in the media program or advertisement by selecting andmoving a progress bar as described further below), those commands areprovided from the media program player 304 to the media server114/advertising provider 140, and the media server 114/advertisingprovider 140 responds by streaming the appropriate media program 320stream to the media program player 304. Based on such commands or theother housekeeping and stream control data described above, the mediaserver 114, advertising provider 140 and media program provider 110 canremotely determine what the user 132 is viewing, and without need forthe user device 102 to store viewing information or to transmit suchinformation to the MPP 110.

The user device 102 may also request advertisements from the advertisingprovider 140. As described further below, all of the advertisements tobe played in conjunction with the media program 320 may be selectedbefore the media program 320 is streamed to the user device 102, or suchadvertisements and/or candidate advertisements selected shortly before(about ten seconds, for example) an advertising break in the mediaprogram as described further below.

Typically, media server 114 has a plurality of versions of the mediaprogram, each suitable for communication channels of differentthroughput or bandwidth. Using information received from the user device102 or elsewhere, the media player 114 determines the most appropriateversion of the media program to transmit to the user device 102. Thisdetermination can be based, for example, upon the bandwidth or availablebit rate of the communication channel used to transmit the media programto the user device 102, the throughput of the user device 102 and thesize and speed of the buffer 305 implemented in the user device 102.

The user device 102 then receives and presents the media program.Typically, the media program data is stored in a hardware or softwarebuffer 305 in the user device 102, and retrieved in a first-in-first-out(FIFO) manner. Since the average bit rate of the delivered media programversion is less than the bandwidth capability of the communicationschannel, the buffer 305 fills while the media program is being played.Buffered data is available even when the communication channel bandwidthor the bit rate of the media program changes, and hence, the buffereddata can be used to reduce choppy playback.

If the user device 102 determines that the media program is not beingdelivered at the required bit rate (the rate at which the data isconsumed to play the media program exceeds the rate that the data isreceived to an extent wherein the buffer 305 cannot adequately preventchoppy playback), the user device 102 may send a message to the mediaserver 114 requesting a different version of the media program (e.g. onesuitable for transmission at a lower bit rate). Conversely, if the userdevice 102 determines that the media program is being delivered atgreater than the required bit rate, the user device 102 may send amessage to the media server requesting a version of the media programsuitable for transmission at a higher bit rate. This may provide theuser 132 with a higher resolution version of the media program.

Although the advertisement provider 140 and media server 114 isillustrated as a separate architectural entity than the media programprovider 110, the advertisement provider 140 (and advertisement server142) may be integrated with the media program provider 110 (that is, themedia program provider 110 may also provide the advertisements). The CDS300 provides a means to provide media programs and advertisements acrossa plurality of distribution networks, which may include www.hulu.com,www.imdb.com, www.aol.com or www.msn.com.

Metadata related to media program and advertisement content as well asstreaming information may be stored in the content delivery system 300in database 312, as is data describing where the media programs andadvertisements may be found within or external to the CDS 300.

The user device 102 may include an interface module 302 and a mediaprogram player 304. The interface module 302 includes instructionsperformed by the user device 102 that are used to present informationand media programs to the user 132 and to accept user input, includingcommands. Exemplary user devices 102 are a desktop computer, a laptopcomputer, or a portable device such as an IPOD, IPHONE, IPAD, a portabletelephone, or a PALM device.

FIG. 3B is a diagram illustrating a content delivery system 300B thatprovides for the transmission of media programs and advertisementsaccording to an HTTP live streaming protocol, which is described in“HTTP Live Streaming-draft-pantos-http-live-streaming-06,” by R Pantos,Mar. 31, 2001 (available athttp://tools.ietf.org/html/draft-pantos-http-live-streaming-06), whichis hereby incorporated by reference herein.

Streaming Media Content and Advertisements Using HTTP Live StreamingProtocols

The HTTP live streaming (hereinafter, “live streaming”) protocol isespecially useful for mobile and wireless devices. Fundamentally, thisprotocol is similar to the protocol illustrated in FIG. 3A, except thatwhen the user device 102 requests the media program, it is ultimatelyprovided with a “playlist” of small segments or “chunks” of the mediaprogram 320 and advertisement. Each “playlist” is optimized for certaintransmission characteristics (some require higher transmission bandwidththan others), and the user device 102 uses the playlist to requesttransmission of each chunk of the media program in order. If the currenttransmission bandwidth is insufficient, the user device 102 can requestsegments that are of lower resolution and require less bandwidth via theappropriate “playlist”. Each chunk of the media program or advertisementis received, processed, and assembled into the media program presentedto the user 132.

FIG. 3C is a diagram illustrating media program segments. The mediaprogram provider 110 or another entity generates multiple differentversions of the media program 320L (“L” referring to a live streamingembodiment), each suitable for a different presentation throughput ortransmission bandwidth. In the illustrated embodiment, three versionsare created: a high presentation throughput version 316, a mediumpresentation throughput version 318, and a low presentation throughputversion 319. Furthermore, each version 316-319 of the media program isseparated into a plurality of segments. For example, in FIG. 3C, thefirst version 316 of the media program is separated into N segments316-1 through 316-N, the second version 318 of the media program is alsoseparated into N segments 318-1 through 318-N, and the third version 319of the media program is separated into N segments 319-1 through 319-N.

In the illustrated embodiment, all of the segments of any particularversion are of equal temporal length (e.g. temporal segment 316-1 is thesame temporal length as temporal segment 316-2), but this need not bethe case. Also, in the illustrated embodiment, each version of the mediaprogram includes the same number of segments (e.g. version 316, 318 and319 all include N segments), but this need not be the case. Further, allof the versions of each corresponding temporal segment will ordinarilybe the same temporal length (in other words, segment 316-1 willtypically be the same temporal length as 318-1), but this also need notbe the case. Instead, temporal segments of different versions may be ofdifferent temporal length so long as the segments are temporally alignedat the time when an advertisement is to be inserted. For example, iffirst version 316 has N temporally equal segments and second version 318has 2N temporally equal segments, the length of segment 316-1 will betwice that of the second version segments.

Although only three versions of the media program are illustrated, thenumber of different media programs could be as little as two or as manyas is needed. Typically, the number of versions is a tradeoff betweenthe storage, generation, and management of the different versions andthe conservation of transmission bandwidth and media program playerprocessing requirements.

FIG. 3D is a diagram illustrating a simplified version of how the mediaprogram player 304 can receive media program segments while accountingfor presentation throughput and/or media program data rate changes. Asshown in FIG. 3D, the data or bit rate of the media program can varywith time, as shown in the dashed line. At the same time, thepresentation throughput (which may include, for example, the throughputof the communications channel by with the media program is receivedand/or the processing throughput of the user device 102) may also varywith time, as shown by the solid line.

In the illustrated example, the media program player 304 receivessegments of the first (high presentation throughput) version of themedia program 316-1 through 316-7 when the presentation throughput isgreater than a minimum threshold. However, when the presentationthroughput drops below the media program data rate at time t₁, the mediaprogram player may not be able to receive and process the highresolution version of the media program in a timely manner, andtherefore requests and receives media program segments of the mediumresolution (318-8 through 318-10). When the presentation throughputincreases above the media program data rate at time t₂, the mediaprogram player is able to receive and process the high resolutionversion of the media program in a timely manner, and therefore requestsand receives media program segments of medium resolution (316-11, etc.).

Typically, the user device 102 includes a first-in-first-out (FIFO)buffer, and when the media program data rate is less than that of thepresentation throughput, the user device 102 may buffer the data forlater presentation. This buffer may ameliorate or delay the need for theuser device 102 to switch to different segment versions. However, if themedia program data rate exceeds the presentation throughput for a longenough period of time, the user device 102 will need to switch to alower bit rate version of the media program as described above.Typically, the media program player 304 determines when a differentversion of the streamed media program is desired based on a variety offactors including the fullness of any buffer storing segments beforepresenting them to the user, processing load, and communications channelbandwidth.

It is also noteworthy that since the live streaming protocol calls forthe request and transmission of relatively short segments of the mediaprogram at a time, the media program data rate may vary little fromsegment to segment. In such cases, the media program player will requestdifferent segment versions based primarily on the presentation ortransmission throughput.

The foregoing protocol works well so long as the media program does notinclude advertising or so long as the media program includes the sameadvertising for all viewers. In such cases, the advertisements need onlybe placed in the media stream, and the media player will be able toswitch from one segment version to another so long as they represent thesame information (which may include only a portion of the media program,only a portion of an advertisement, or a segment with both). Howeverwhen the use is provided with advertisements that are selected basedupon user preferences or other factors (hereinafter referred to aspersonalized or directed advertisements), the foregoing model does notwork well. That is because when the user requests a media program, themedia program would need to be retrieved, advertisements spliced in atthe appropriate times, and segmented before the user device couldreceive the media program. Further, this process would need to beperformed for all combinations of advertisements and media programversions.

FIG. 3E is a diagram illustrating how the media program player 304 canreceive media program segments while accounting for communicationpresentation throughput and media program bit rate changes while alsopermitting the insertion of different advertisements for differentusers. As before, different versions of the media program are generated.As before, the different versions of the media program 322-326 areseparated into segments 322-1 through 326-N that typically aretemporally the same length between versions. But in this case, the mediaprogram excludes advertisements. Instead, different versions of theadvertisements are generated (such as the three versions 328-332 of afirst advertisement 327), and those different versions are alsoseparated into segments 328-1 through 332-M Like the media programsegments 322-1 through 326-N, the advertisement segments 328-1 through332-M need not be of the same temporal length, and may or may not be ofequal length between versions.

FIG. 3F is a diagram illustrating how the media program player 304 canreceive media program segments and targeted advertisements whileaccounting for changes in available presentation throughput and themedia program bit rate. If the presentation throughput were to remainabove a minimum threshold for high quality playback, the media programplayer 304 simply requests the segments that together comprise the highresolution version of the media program, as shown in the top portion ofFIG. 3F. This would include the first six segments of the media program(PS1V1-PS6V1) 322-1 through 322-6 followed by the two segments of anadvertisement (AS1V1-AS2V1) 328-1 through 328-2, then the next segmentsof the media program (PS7V1-PS10V1) 322-7 through 322-10. However, ifthe presentation throughput minimum required to play the media program(at time t₁, for example), the present invention instead retrievesdifferent versions of the advertisement so that playback can continue.For example, as shown in FIG. 3F, after time t₁, the media programplayer 304 requests segments AS1V1, PS7V2, and PS8V2, which areadvertisement and media program segments of lower size and resolutionthat can be adequately transmitted over the communication channel andpresented by the media program player 304. When the presentationthroughput increases above the minimum necessary to play the mediaprogram, the next segments requested by the media program player 304 arethe higher bandwidth versions of the media program PS9V1, PS10V1.

The illustrated embodiment does not take buffering of data segments orthe possible prediction of presentation throughput into account. Hence,although it would have been desirable to retrieve advertisement segmentAS1V2 instead of the larger AS1V1, the media program player 302 simplyrequests that the next delivered segment be suitable for the currentlyavailable presentation throughput and media program data rate. In oneembodiment, the media program player 304 can predict presentationthroughput changes, and request different versions of the media programand advertisements based on these predicted changes. In anotherembodiment, the media program player 304 buffers the received segmentswell in advance of when they are presented, so that if the presentationthroughput changed and a currently buffered but not presented segmentcannot be adequately presented, the media program player has time torequest a substitute segment with reduced processing requirements andpresent that segment instead. Embodiments in which the media programplayer can predict the media program data rate (e.g. either usinginformation regarding the media program data rate or by inferring theexpected data rate from other factors) are also possible.

To implement this technique, a plurality of media program versions322-326 are generated for the media program, with each one of the mediaprogram versions 322-326 generated for a different presentationthroughput. For example, a number of media program versions 322-326 maybe generated, each at different bit rates or average bit rates. Each ofthose media program versions 322-326 are separated into a plurality ofmedia program version segments (e.g. 322-1 through 326N), some of whichwill be transmitted to the user devices 102. In the illustratedembodiment, media program version segments 322-1 through 322-N aregenerated for media program version 322, media program version segments324-1 through 324-N are generated for media program version 324, andmedia program version segments 326-1 through 326-N are generated formedia program version 326. These operations may be performed by acontent segmentor or other device under control of the CMS 310. Similaroperations are performed to generate a plurality of advertisementversions 328-332 and advertisement version segments 652-1 through 656-M.

Returning to FIG. 3B, we now discuss the transmission and reception ofthe media program 320 and advertisements in greater detail. As describedabove, a plurality of media program versions are generated by the mediaprogram provider (or another entity), with each version generated for adifferent presentation throughput than the other of the plurality ofversions.

Using the user interface module 302, the user selects a media programfor viewing, and the user device 102 transmits a request to the mediaprogram provider 110 for the media program. In the illustratedembodiment, the request comprises a user identifier (user ID) and anidentifier of the requested media program, and is a request for metadata(in particular, the address of a master playlist for the media program)transmitted to a feed service 306. In one embodiment, the identifier ofthe requested media program transmitted with the metadata request isobtained from a program guide presented to the user via the userinterface module 302. The program guide can include thumbnailrepresentations of the media programs, and the user may select a mediaprogram by clicking on the thumbnail associated with the media programof interest.

A media program request for the media program is received. The feedservice 306 ultimately responds to the ID request with the masterplaylist that is required to receive and view the media program.

A request for the address of the master playlist associated with themedia program 320 is received from the user device 102. In oneembodiment, the request includes data identifying the media program 320of interest as well as data identifying the user 132, the user computer102, and/or the media program player 304. This information can be usedin embodiments in which advertisements selected for play in conjunctionwith the media program are selected based on user 132, user computer 102or media program 304 data. The feed service 306 receives the request,and using information obtained from secure storage 312 and otherdatabases 316, and the advertisement service 316 via the contentmanagement service 310, the feed service 306 determines the appropriatemetadata for the selected media program, which may include the mediaprogram identifier (PID) and similar identifiers for any advertisementsthat are to be played along with the media program. This may beaccomplished as described in co-pending patent application Ser. No.12/787,679, entitled “METHOD AND APPARATUS FOR RAPID AND SCALEABLEDIRECTED ADVERTISING SERVICE,” by Wing Chit Mak, filed May 26, 2010,which application is hereby incorporated by reference herein.Alternatively, this process can be begun after the media program player304 has selected which version of the media program 320 to begin with,as described below.

A master playlist is generated and provided to the user device 102. Inone embodiment, this is performed by the content selector 308. Anexemplary master playlist is shown in FIG. 3G, and is discussed furtherbelow. In one embodiment, the master playlist 334 is provided at anaddress that may include an identifier for each of the advertisementsselected as described above.

For example, the master playlist address may be:

-   -   https://play.hulu.com/play/50000011/mplst/b=[adlist]a=[authentication        token]        wherein “50000011” represents the media program ID (PID) and the        “adlist” is a list of advertisement segment identifier(s) 904        for the advertisement(s) that were selected to be inserted into        the program during playback. The master playlist 334 address is        transmitted to the user device 102, as shown in FIG. 3B.

Next, the user device 102 receives the master playlist address 334, andtransmits a master playlist request to the MPP 110. As described above,the address may include the PID of the media program 320 as well as alist of advertisement IDs that identify the advertisement(s) to bepresented during playback of the media program 320.

The master playlist is received in the media program provider 110 at themaster playlist address. A plurality of media program version addressesis generated, each having advertisement version segment identifiers328-1 through 332-M for the advertisement version 328-332 associatedwith the requested one of the media program versions. The masterplaylist is created from the plurality of media program versionaddresses.

FIG. 3G is a diagram illustrating an exemplary master playlist 334. Inthis embodiment, the master playlist 334 has a file name that ends in“.m3u8” and/or has the content-type of “application/vnd.apple.mpegurl”and is a text file that comprises individual lines that are terminatedby either a single LF character or a carriage return. Lines that startwith the comment character ‘#’ are either comments or tags, and tagsbegin with the letters EXT. All other lines that begin with ‘#’ arecomments and are ignored. The first line comprises an M3U tag, whichidentifies the file as an extended m3u file. Next, the master playlisthas a tag describing the media program version whose URI or URL ispresented on the following line. For example, 336A presents a tag thatidentifies the following:

PROGRAM-ID: If the master playlist refers to more than one mediaprogram, the PROGRAM-ID parameter identifies which of the plurality ofmedia programs is involved. In the illustrated embodiment, the masterplaylist refers to several versions of the same media program, so thePROGRAM-ID is a 1. If multiple media programs were included in themaster playlist, the second media program would have a PROGRAM-ID of 2,for example. This PROGRAM-ID is not to be confused with the PID, whichrefers to an identifier for the media program on a global basis, notjust within the master playlist.

BANDWIDTH: identifies the average bit rate of the stream available atthe URI listed on the following line. The media program player candetermine the actual bandwidth by observing the download speed of thesegments.

The URI follows the tag, and includes the PID (in the illustratedexample, 50000011), the file name (in the illustrated example, the bitrate with the “.m3u8” extension), advertising segment identifiers 337and a tokens 335 that may be used for authentication purposes. Theadvertisement segment identifiers 337 can be used identify segments328-1 through 328-M, 330-1 through 330-M or 332-1 though 332-M. In oneembodiment, the advertising segment identifiers 337 directly identifythe advertisement segments. In another embodiment, the advertisementsegment identifiers 337 are indexed to the associated advertisementsegments, and the identifiers 337 can be used by the feed service 306 tolook up the associated advertisement segments for transmission.

Note that the master playlist shown in FIG. 3G includes tags and the URIfor eight different versions of the media program, with the streamsidentified by 336A, 336B, 336C, 336D, 336E, 336F, 336G, and 336Hrepresenting 1500 Kbps, 3200 Kbps, 2500 Kbps, 1000 Kbps, 400 200 Kbps,128 Kbps and 64 Kbps, respectively. Although not typically the case,each of the advertisement IDs associated with each media program versionaddress may differ from the advertisement IDs associated with othermedia program version addresses. The master playlist 334 is transmittedto the user device 102.

In the embodiment described above, the user ID was supplied with therequest for the address of the master playlist 334 and used to selectadvertisements that are of greatest interest to the user 132.Identifiers for these advertisements are returned in the master playlistaddress transmitted to the user device 102, and later, also in theaddresses for the media program versions in the master playlist itself.This feature allows the identity of the selected advertisements topersist between generation of the master playlist the requested mediaprogram version and also between the different program versions withoutmaintaining advertisement states by the media program provider 110.Given the large number of user devices 102 serviced, this featuregreatly simplifies housekeeping. For example, a representative masterplaylist address consistent with FIG. 3G is presented below:

-   https://play.hulu.com/play/50000011.m3u8?bitrate=1500&cdn=v&bIUEfAAK7tmEfAAK7c    wEfAAK7cXEfAAK7tmEfAAK75g&m=1&d=4&auth=1275693133_(—)5741adc3bf3b05dde40a    764 ccbf4a580

In other embodiments, the list of advertisement(s) to be included withthe media program may be generated after the master playlist address hasbeen transmitted and before the master playlist is received, thusallowing the MPP 110 additional time to determine which advertisementswill be streamed to the user device 102 and to generate the masterplaylist. For example, in embodiments wherein the user selects whichadvertisements will be played in conjunction with the media program 320before the media program transmission and playback commences, the userdevice 102 may receive a master playlist address that excludesadvertisement IDs, but the master playlist 334 itself may includeadvertisement IDs for the selected advertisements.

In other embodiments, the user ID is not transmitted and used toidentify advertisements to replay with the media program. Alternatively,the user's identity is sufficiently ascertained using other informationsuch as by the use of cookies, the IP address of the user (thus givinginformation that can be used to determine the geographic location of theuser and thus providing information about the user that can be used toselect advertisements).

Referring to FIG. 3B, the media program player 102 decides, given theexpected presentation throughput and media program data rate (ifavailable), which of the media program versions is most suitable forreception and presentation, and requests that media program version bytransmitting a media program version request identifying one of themedia program versions. In one embodiment, this is accomplished byrequesting the particular media program version at the appropriateaddress shown in the master playlist. The initially chosen media programversion may also be determined by viewer preference (e.g. the user mayrequest a higher resolution version than would ordinarily be provided).In one embodiment, the media program version request comprises or isaddressed to the URL or URI associated with the media program versionthat the media program player 102 selected. For example, if the mediaprogram player 102 selects the 1500 kbps version of the media program inthe exemplary master playlist shown in FIG. 3G, the media program playertransmits the URI of 802A, namely:

-   -   https://play.hulu.com/play/50000011/1500.m3u8?b=IUEfAAK7 . . .        580        to the media program provider 110. The media program provider        110 receives the message and generates a segment playlist (or        retrieves one that has been pre-generated) associated with the        selected media program version. This is accomplished by        generating an address associated with each of the plurality of        media program segments of the media program version in the media        program version request, and generating an address associated        with each of the plurality of advertisement segments of the        advertisement(s) that are selected to be presented during the        media program. The segment playlist is generated with these        addresses and appropriate tags. In one embodiment, the segment        playlist is temporally ordered (the segments are requested and        played in the order presented on the list), however, other        embodiments are possible wherein the segment playlist is in an        arbitrary order and the playback order is either implicit (known        to both the transmitter and receiver) or specified in data        transmitted to the user device 102.

FIG. 3H is a diagram showing one embodiment of a segment playlist 338.In the illustrated embodiment, the segment playlist comprises a list ofaddresses or uniform resource identifiers (URIs) associated with each ofthe media program segments 348A-348C of the requested media programversion, and the advertisement segments 346A-346C of the advertisementversion associated with the selected media program version In oneembodiment, addresses or URIs are temporally ordered. This temporalordering may be inherent to the list (each entry in temporal order) oran index may be provided so that the temporal relationship between thesegments can be determined.

The segment playlist 338 may also include tags for the foregoingaddresses and a pre-roll (before playback of the media program begins)advertisement tag 340 and discontinuity tags such as tags 342A, 342B.The discontinuity tags 342 indicate a discontinuity between the mediafile that follows it and the one that preceded it. The set ofcharacteristics that may change include file format, number and type oftracks, encoding parameters, encoding sequence and/or timestampsequence. In the example shown in FIG. 10, the discontinuities representchanges from a media program segment to an advertisement segment(discontinuity 342A, for example) or from an advertising segment to amedia program segment (discontinuity 342B, for example).

Discontinuity tags can also be used to identify breaks between the mediaprogram 320 and advertisement opportunities 422 to implement theadvertisement selection and monitoring techniques further describedbelow.

The information in key line 350 of the segment playlist 338 identifiesthe authorization token that is used as a key to decrypt the segmentsidentified subsequent segment playlist lines (e.g. segments identifiedby 348A, 348B, and 348C). The illustrated authorization token is an 83character word, shortened with ellipses for illustrative purposes.

Since the transmitted segments are temporally short in duration, theuser device 102 must transmit frequent requests for further segments tothe MPP 110, even in the absence of trick play commands. This providesthe MPP 110 (or the media server 114) with frequent information thatallows it to confirm that the user device 102 is receiving and playingthe media programs and advertisements

Returning to FIG. 3B, the media program provider 110 transmits thesegment playlist 338 to the user device 102. The user device 102receives the segment playlist 338, and transmits segment requests to themedia server 114, which retrieves the media program from storage 312 andtransmits the requested media segments and advertisement segments to theuser device. The user device 102 receives each media program segment andadvertisement segment and plays them back to the user in the appropriateorder.

In the foregoing embodiment, the segment playlist 338 was transmittedseparate from and subsequent to the master playlist 334, but this neednot be the case. Instead, the MPP 110 may send the master playlist 334and one or all of the segment playlist 338 together in a single message.In this case, once the media program player 304 selects the mediaprogram version of interest, the user device 102 may then simply requestthe media program or advertising segment for the appropriate mediaprogram and advertisement versions using the already received segmentplaylist 334.

If the presentation throughput remains sufficient throughout playback ofthe media program and the associated advertisements, the media programplayer 304 simply continues to receive the media program segments andadvertisement sections for the currently selected version. However, ifthe presentation throughput becomes insufficient for the currentlyselected media program version (for example, at time t₁ shown in FIG.3F), the media program player 304 will instead select media program andadvertisement segments from a segment playlist that provides the URIsfor media program and advertisement segments that require lesspresentation throughput.

If the appropriate segment playlist 338 has already been provided to themedia program player 304, the media program player 304 need only requestthe appropriate segments using the appropriate URIs listed in thesegment playlist 338 for the appropriate media program and advertisementversion.

If, however, the appropriate segment playlist 338 has not been providedfor a second media program 320 version, a request is transmitted to themedia program provider 110 requesting a segment playlist 334 for versionof the media program and advertisements that is appropriate for thecurrent or predicted presentation throughput. For example, in theexemplary master playlist shown in FIG. 3G, the media program player 304may select a 1000 kbps version of the media program and advertisementsfor future segments. This can be accomplished by transmitting a secondmedia program version request to the URI associated with the 1000 KBPSstream. In the example shown in FIG. 3G, this is the URI associated with336D or:

-   -   https://play.hulu.com/play/50000011/1000.m3u8 . . . .

The media program provider 110 thereafter transmits a second segmentplaylist to the media program player Like the first segment playlist,the second segment playlist is a temporally ordered list having anaddress associated with each one of the media program segmentsassociated with the second selected media version and an addressassociated with each one of the plurality of advertising segmentsassociated with the advertisement version associated with the second oneof the media program versions. In other words, a segment list 338 withthe lower bit rate media program segments and advertising segments istransmitted from the media program provider 110 to the media programplayer 304, where it is played.

Advertisement Selection and Control

FIGS. 4A-4F are diagrams illustrating exemplary method steps that can beused to provide one or more advertisements with a streamed media programhaving one or more advertising breaks.

FIG. 4A is a diagram illustrating exemplary method steps that can beused to provide an interface for the selection of advertising options bythe user 132. In block 404, the user 132 enters a input on the userdevice 102 to request a advertising option control interface that can beused to specify advertisement control options. The user input cancomprise a button or other control presented on the user device GUI218B, for example. The user device 102 accepts the input and transmitsdata comprising a request to the media program provider 110. In oneembodiment, the request comprises an identifier of the user 132 (if oneexists) and data requesting the transmission of the advertising optioncontrol interface. In one embodiment, the user input is a control orapplet that, upon activation, transmits a request to the MPP 110. Theuser 132 may provide input to the user device 102 indicating the user'sdesire to specify advertising preferences at any time, including beforea media program 320 is played, during playback of the media program 320,during playback of an advertisement during an advertisement break of themedia program, or after playback of the media program.

In one embodiment more fully described below, the user 132 is onlypermitted to specify advertising preferences if they are entitled to doso. Block 406 determines whether the user is entitled to specifyadvertisement control options. Such entitlement may be based on the user132 providing some indicia of compensation to the media program provider110 or third party, as further described below.

If the user 132 is not currently entitled to control the presentation ofadvertisements or specify advertising options, block 408 determines ifthe user 132 is qualified to be offered control of the advertisementspresented to the user 132. Further details regarding these steps areillustrated and described with respect to FIG. 8, below. If the user 132is not qualified, the user device 102 receives a non-qualifying message(e.g. “User-Control of Advertisements Not Permitted at this Time”). Ifthe user 132 is qualified to be offered control of advertisements, block410 transmits data from the media program provider to the user device102. This data comprises instructions for commanding the user device 102to present information offering to allow the user to specifyadvertisement control options in exchange for the user 132 providing anindicia of compensation. This data is received by the user device 102and the offer is presented to the user 132 on the user device 102, asshown in block 412.

Returning to FIG. 4A, in block 414, the user 132 provides some kind ofindicia of compensation for the entitlement to control advertisementspresented with media program(s). As described in more detail below, thecompensation provided may include user 132 registration with the mediaprogram provider 110 (for example, providing some identifyinginformation such as the user's e-mail address), subscribing to the mediaprogram provision services offered by the media program provider 110(for example, by paying a fee for expanded or different media programofferings, advertisement free playback of media programs or playback ofmedia programs with reduced advertising), the completion of a surveyregarding user 132 viewing or purchasing preferences and habits and theproviding of that completed survey to the media program provider, thepurchase of the media program that is streamed or progressivelydownloaded to the user device 102, or the purchase of qualifyingproducts and/or services from third parties contractually associatedwith the media program provider. In one embodiment, the user 132 isentitled to greater control over the presentation of advertisements asthey provide greater compensation. For example, simple registration maypermit the user 132 to select from among a small set of advertisementsfor presentation, while a paid subscription may permit the user toselect from among a large set of advertisements for presentation, limitthe number of advertisements, and/or save them for later viewing.

The compensation can take the form of the user 132 providing personalprofile or survey information about themselves and/or their viewinghabits, ordering a product, completing a survey, or ordering a service.In the example of a user 132 wanting to view a media program without anyadvertisements, this can be accomplished by ordering a pizza, groceries,or any product or service from an authorized source, whether or not thesource has any connection whatever to the chosen media program. In thissituation the media program provider 110 may be compensated by thesource from which the order was made, in the form of a percentage of thegross value of the sale, the profit of the sale, or by a fixed fee.Consequently, any user 132 desirous of viewing media programs withoutadvertisements need only order their groceries (for example) using themedia program provider 100. Another form of user compensation is theproviding of services (such as advertising services) to the user or theuser's designee at reduced prices or without charge. For example, if theuser wants to support a charity such as CORAZON (www.corazon.org), theycan designate as such, and the charity is provided the compensationinstead of the user. For example, the designated beneficiary of the usercompensation can be provided free advertising comprising a given numberof views (known as charitable impressions), clickthroughs, oradvertisements.

The purchase options presented to the user 132 may include only thosewhich are related to the content of the selected media program (asdetermined by metadata associated with the selected media program), ormay include products and services unrelated to the selected mediaprogram. The purchase options presented to the user 132 may includeproducts and/or services from vendors who are in a pool of advertiserswhose advertisements are shown using the CDS 300. Alternatively, thepurchase options presented to the user may include products and/orservices from vendors who are not advertisers (e.g. advertisements forthe providers are not among those that can be presented to the user). Aprovider may join a group of product and service providers that wish tobe listed as approved vendors that the user may order products andservices from in order to obtain preferential advertisement options. Forexample DOMINO'S PIZZA may not wish to present advertisements using theforegoing system, but may wish to offer users the opportunity to view amedia program without advertisements if the user 132 orders a pizza. Thepizza order can be made on-line using the Internet 104, or can be madeusing an ordinary telephone, by providing the appropriate information tothe vendor. For example, the vendor may be given a code comprisingseries of alphanumeric characters that entitle the bearer to compensateduser options. When the user 132 orders the goods or service, they may begiven the alphanumeric. The user 132 may enter the alphanumeric in theuser interface in order to obtain the compensated user preferenceoptions. The price paid by the vendor for this feature may be apercentage of the sales or profits derived from the ordered product ofservice, or a flat fee.

The compensated user preference options may be available for a limitedtime, as determined by the media program provider 110 or the advertiser.For example, in the DOMINO'S PIZZA example above, the user 132 may beprovided the compensated user preference options for a period of 24hours after ordering the pizza.

In one embodiment, the providers of the products and services which maybe ordered by the user 132 pay for the privilege of being included inthe list of products or service providers that the user can choose from.In another embodiment, the providers of the products pay only when auser orders a product or service from the provider. In still anotherembodiment, the provider pays a fee for being included in the list thatthe user 132 can choose from and an additional fee is charged when theuser orders a product or service from the provider.

In one embodiment, the user compensation is requested and provided afterthe user makes a request to view the media program. In otherembodiments, the user may provide the compensation (for example,providing survey answers or ordering a product) before a request for themedia program has been made. In such embodiments, the user canaccumulate points for compensation provided by the user, and such pointscan be used to view media programs with fewer or no advertisements.Points may be valid for a period of time only, or may be valid untilused. Points may also be managed by the user according to a userinterface, indicating the points accumulated by the user.

An indicia of the provided compensation is transmitted from the userdevice 102 to the media program provider 110. In block 416, the indiciais received and verified to assure that the indicated compensationprovided by the user was actually provided. For example, if the indiciaof compensation provided is a credit card number, that number and otheridentifying information is verified to assure that any charge to thatcredit card number is legitimate and approved. Or if the indicia ofcompensation provided is registration information, block 416 may includetransmitting a message to the associated e-mail address and conditioningacceptance based upon a message from the associated e-mail addressverifying that the e-mail addressee approves of the registration. If theindicia of compensation is a survey, the survey may be analyzed toassure that the input provided was truly representative of the user's132 response to the survey questions. For example, verification of asurvey may assure that the user 132 did not simply select the first ofall survey alternatives offered and may include the insertion of selfvalidating survey questions.

If the indicia of compensation cannot be verified, a message istransmitted for presentation to the user 132 on the user device 102indicating as such, identifying the problem and inviting the user 132 toprovide alternate input. If the indicia of compensation is verified,block 416 passes processing to block 406. At this point, the user 132 isentitled to control advertisements, and block 406 passes processing toblock 418, which generates advertising control/option selectioninterface data and transmits that data to the user device 102. In block420, the user device 102 receives the advertising control/optionselection interface data and presents it to the user 132 for viewing andselection. This data can include the advertising option interfacesdescribed further below.

Although the foregoing describes a method by which advertising controloptions are presented to the user only in exchange for compensation,other embodiments may be realized in which no the user need not supplysuch compensation. This embodiment omits the dashed blocks shown in FIG.4A.

FIG. 4A also illustrates an embodiment in which presentation ofadvertising control options to the user 132 is automatically initiatedby the media program provider 110 at appropriate times, instead of atthe user's initiative. For example, the media program provider 110 mayinitiate the transmission of advertising control options to the user atone or more advertising opportunities within the media program, as shownin block 402.

FIG. 4B is a diagram illustrating an exemplary representation of a mediaprogram 320. The media program 320 may include a one or more periods oftime wherein an advertisement may be presented, including one or moreprefacing (hereinafter alternatively referred to as “pre-roll”)advertisements 420, one or more advertisement breaks 422(1)-422(N), eachhaving one or more opportunities to present an advertisement 424, andone or more end advertisements 424.

Typically, only one pre-roll advertisement 420 is streamed and playedbefore the streaming and playback of the media program 320 begins.However, more than one pre-roll advertisement may also be streamed andplayed back before streaming and playing back of the media program 320beings. Pre-roll advertisements 420 are typically 5-10 second durationadvertisements from a sponsor of the media program 320, and may displayan icon or trademark representing the sponsor along with a short “thisprogram brought to you by” audio narrative.

Advertisement breaks 422(1)-422(N) (hereinafter alternatively referredto as advertising break(s) 422) are temporally disposed between mediaprogram content portions 426(1)-426(M−1) (hereinafter alternativelyreferred to as program content portions(s) 426). As shown in FIG. 4B,each advertisement break 422 may have one or more advertisementopportunities in which an one or more advertisements 424 (or noadvertisements) may be inserted.

FIG. 4B also shows where the temporal location where the steps shown inFIG. 4A may be initiated. An open triangle indicates temporal locationswhere the user 132 may provide a command to the user device 102 tocontrol the presentation of advertisements, or alter/specify advertisingoptions. As is indicated in FIG. 4B, this may occur at any time, frombefore the beginning of the media program 320 to after presentation ofthe media program 320. Thus, the user may initiate the transmission ofthe advertising option control data by selection of an appropriatecontrol during the presentation of an advertisement, allowing the userto terminate playback of an advertisement and initiate the playback ofanother selected advertisement in it's place as further described below.

Also shown with a solid triangle (▴) are temporal locations within themedia program at which the media program provider 110 may initiate thetransmission of the data for the advertisement control option interfaceto the user device 102 for user 132 selection. These temporal locationsinclude at the beginning of the pre-roll advertisement 428A, at the endof the pre-roll advertisement 428B, at the beginning of the advertisingbreak 428C, at the beginning of an advertisement within theadvertisement break but not at the beginning of the advertisement break428D, at the beginning of the end advertisement 428G or at the end ofthe end advertisement 428H.

FIG. 4C is a diagram illustrating method steps by which the user 132 maybe presented with advertisements. If the user 132 initiates the requestfor the advertisement control/option interface, processing arrives fromsource A and the processing steps described in FIG. 4A may be performedto transmit data for the advertising control option interface to theuser device 102. In addition, the user 132 may enter a request for amedia program 320 in the user device 102, and at the appropriate time asdescribed above, the media program provider 110 may initiate thetransmission of data for the advertisement control/option interface, asshown in block 430. As previously described, such transmission of datamay occur at the beginning or end of any advertising opportunity 422,including the beginning or end of a pre-roll advertisement 420,beginning or end of an end advertisement 425 or the beginning or end ofany advertisement 424 presented in conjunction with the media program320.

The user device 102 receives the advertisement control option interfacedata and presents the advertisement control options to the user 132. Theuser 132 selects advertising control options, and the user device 102transmits data comprising those user-selected advertising controloptions to the media program provider 110, where they are received asshown in block 433. The media program provider 110 then stores theuser-selected advertising control options for use, as shown in block438.

In one embodiment, the user input directly defines user preferencesregarding the presentation of advertisements in the media program. Inthis context, user input “directly defining” is to be distinguished fromindirect user input that can be used to identify appropriateadvertisements. For example, it is known to monitor a user's clickstreamto determine which advertisements are supplied to a user 132 withinwebpages. However, while the clickstream may indirectly define whichadvertisements are presented, it does not define which advertisementsare presented during a presentation of the media program and does notdirectly define the advertisements that are presented. At best, in thiscase, the user's desires regarding advertisements are inferred from theclickstream, they are not directly provided. One example of directdefinition of advertisement preferences is the case where the user 132is provided with a list of advertisements, and allowed to choose whichadvertisements of those on the list they would like to view. Anotherexample of direct definition of advertisement preferences is indicatinghow the advertisements are to be temporally presented.

In one embodiment, if the media program provider 110 does not receivedata describing the user-selected advertising control options within aspecified period of time (for example, 30 seconds), those advertisingcontrol options are chosen for the user, as shown in block 436. In oneembodiment, those advertising control options are selected based on pastchoices or input made by the user 132. For example, as described furtherbelow, in one embodiment, the advertising control options permit theuser to select only one of a plurality of specific advertisements forstreaming and playing with the media program 320. If the user 132 makessuch a selection, that selection is stored in block 438 and theselection of that specific advertisement is later used to make specificadvertisement choices for the user. For example, if the user selected aspecific advertisement that is known to be humorous, the media programprovider 110 may choose a similarly humorous advertisement to be playedif the user 132 makes no choice. This embodiment is particularly usefulin cases wherein the media program provider 110 initiated thepresentation of the advertisement control option interface. In caseswherein the user 132 initiated the presentation of the advertisementcontrol option interface and no user input is received within aparticular time span, the interface may simply be removed and playbackof the media program 320 or advertisements 424 simply resumed from wherethey stopped when the user initiated the interface.

Transmission and Monitoring of Advertisements

FIG. 4D is a diagram of exemplary method steps that can be used totransmit advertisements (including specific selected advertisements) tothe user 132. In block 440, a resource locator such as an address or URLis transmitted from the media program provider 110 to the user device102. The user device 102 receives the resource locator and transmits arequest for the associated advertisement to the media program provider110, as shown in blocks 444 and 545. The media program provider 110receives the request, and streams the associated advertisement to theuser device 102 as shown in block 452. The user device 102 receives thestreamed advertisement and presents the streamed advertisement to theuser 132 as shown in block 454.

In one embodiment, in addition to the advertisement, additional data istransmitted to the user device. This additional data, when received andprocessed by the user device 102, presents an interface by which theuser 132 can provide feedback regarding the advertisement. The interfacefor entering the feedback may be implemented such that the user 132 mayenter the feedback while the advertisement is being streamed andreplayed, and may be a simple yes or no question (e.g. “Is thisadvertisement relevant to you?”) or may be such that the user cannotprovide feedback until the advertisement has completed playing, and theuser 132 may provide a more detailed response as to whether they likethe advertisement or not. The user device accepts feedback entered bythe user into the user device 102 and transmits that information to themedia program provider 110, where it is received and stored, as shown inblocks 456 and 458. That data is used to update the database 315 used bythe ad service 316 to determine candidate advertisements to present tothe user 132 for future selection by the user 132 or to simply selectadvertisement for showing to the user.

In one embodiment, the advertisement provider 140 or media programprovider 110 monitors the streaming of the advertisement to the userdevice 102 to ascertain whether and/or to what extent the user 132 hasactually viewed the advertisement. This is particularly important inadvertising paradigms wherein advertisers pay for advertisementsaccording to the number of times the advertisement is actually viewed bya user.

This may be accomplished in two ways: (1) via use of control data usedby the transport/transmission protocol of the streamed media program, or(2) by the use of a beacon service layered over thetransport/transmission protocol. Both of these techniques provideinformation regarding the playback of the advertisement to the mediaprogram provider 110 via the same communication channel that is used tostream the advertisement to the media program player 304. Bothtechniques also have the advantage of transmitting the information inthe same temporal session in which the media program and theadvertisement are transmitted to the user device 102 and the samecommunications channel or network interface in which the advertisementis streamed to the user device. In other words, the same interface isused to steam the media program and/or advertisement as is used to sendthe data describing the viewing of the media program and/oradvertisement (beacon or control data). Both also provide theinformation to the source of the advertisement (e.g. the advertisementprovider 140 or the media program provider 110) on an immediate basis,since the control messages and beacons are received by the source as themedia program player 304 requests changes in the playback of theadvertisement or events occur in the media program player.

Monitoring Via Standard Transport/Transmission Protocols

If the user is permitted to use trick-play functions with respect to theadvertisement (e.g. pause, fast forward, rewind, slow play, slowreverse, play from a different temporal location in the advertisement),the media program player 304 implemented in the user device 102 willtransmit control data to the media program provider 110 instructing themedia program provider 110 (and the media server 114) to transmit anadvertisement stream associated with the command. For example, if theuser selects a control on a progress bar and attempts to move theplayback of a 30 second advertisement forward 10 seconds, the mediaprogram player 304 will transmit control data to the media programprovider 110 or ad provider 140 to cease transmitting the previousstream and to transmit a different stream. This control information isused by the media program provider 110 to assess whether the user 132has actually viewed the advertisement, or whether the advertisement wasskipped. This information can also be used to identify which portions ofthe advertisement were of greatest interest (e.g. in cases wherein theuser 132 commands rewinding of the advertisement or uses the progressbar to commence streaming from a temporal location earlier in theadvertisement than the current location). This control information maycomprise RSTP control messages, RTCP receiver reports or analogous data.

Monitoring Via Augmented Transport/Transmission Protocols

Alternatively or in addition to the monitoring via the standardtransport/transmission protocols described above, the user's viewing ofadvertisements may also be monitored via a beacon service layered overthe standard transport/transmission protocols.

The beacon service comprises applications using protocols layered uponthe transport/transmission protocol that permit the transmission ofbeacons from the media program player 304 to the source of the streamedadvertisement or program (e.g. the media server 114 or advertisingserver 140). This includes applications and objects executing in themedia program player 304 and the associated server 114/140. The beaconservice also comprises a set of transfer protocol endpoints that can beaccessed by the media program player 304 executing in the user device102 to transfer information regarding playback of media programs andadvertisements. In one embodiment, the transfer protocol endpoints areHTTP endpoints described by a URL. This is accomplished by the mediaprogram player 304 detecting an event and making an appropriate beaconcall to the endpoint or URL associated with the detected event.

Beacon calls may include (1) a configuration beacon call, (2) an embedURL beacon call, (3) an “open application” beacon call, (4) for eachmedia program or advertisement, an initial session call and beacon callsmade during the session's duration, and (5) a “close application” beaconcall.

The beacon calls all share the same parameter types and names, and sharea similar structure for the endpoint URL of the calls:

-   http://HOST/v3/BEACONNAME/EVENTTYPE?COMMONPARAMS&SPECIFICPARA    MS&cb=RANDOM    wherein:    “BEACONNAME” is a required string defining the beacon name;    “EVENTTYPE” is a required string containing the name of the event as    defined by the configuration response;    “COMMONPARAMS” is a set of {field=value&field=value&field=value . .    . } URL parameters corresponding to the set of common parameters as    further defined below, which are transmitted on every call, if    available;    “SPECIFICPARAMS” is a set of {field=value&field=value&field=value .    . . } URL parameters specific to the event being transmitted; and    “RANDOM” is a random, pseudo-random, or time-based value used to    ensure that no entities (for example, the user's Internet service    provider) return a cached response from a previous request. The use    of a random identifier ensures that the request is unique, and thus    also ensures a unique response.

COMMONPARAMs includes URL parameters that common to and included withevery beacon call, including a (1) globally unique identifier for thecurrent media program player session (a persistent new value isgenerated if one does not already exist each time the media programplayer 304 is started up and used for every beacon call for every beaconcall during the session (2) a globally unique identifier for the usercomputer 102, (3) a player mode parameter indicating whether the mediaprogram and advertisements are being played back on the media programprovider's website, whether the media program player 304 is embedded ina non-media program provider's website, and (4) a position parameterindicating the amount of playback progress of the mediaprogram/advertisement at the time the media program player “event” tookplace.

After media program player startup, a configuration beacon call is madeto the beacon service's configuration host (typically implemented in theMPP 110) to retrieve a list of events and related beacon calls that aresupported by the media server 114 or advertising provider 140(hereinafter, “server”). The media program player 304 thereafter usesthis list to define media program player events that will trigger thetransmission of a beacon call, the endpoint associated with the beaconcall (e.g. the URL) and what information is included in the beacon call.The use of the configuration call allows the MPP 110 to remotely defineand control which media program player events will result in a beaconcall.

Optionally following the configuration beacon call is an embed URLbeacon call, which communicates the embed URL for the currently loadedmedia program player 304 to the server. If the URL is not known or themedia program player 304 is not embedded, this beacon call need not betransmitted.

After the configuration beacon call, the first beacon call of eachsession is a STARTUP beacon call, which includes the common parametersdescribed above. APPOPEN and APPCLOSED beacon calls are made whenever amobile or desktop application starts up.

Beacon calls may also be made for any or all of the followingadvertising-related events, as determined by the events and endpointsreturned from the configuration beacon call described above.

Beacon Call Event Data REQUEST Media program player makes Ad pod numberrequest to advertising server for an advertisement in a given ad podHTTPSTREAM General advertisement Ad pod number ERRROR playback errorReason for error SPECIAL Specific advertisement Ad pod number playbackerror Reason for Error PODSKIPPED Ad pod encountered, but no ad Ad podnumber shown Reason pod was skipped START Ad begins playback Ad podnumber Ad server's ad ID Ad server's ad placement ID Ad length POSITIONPlayback Progress (called when Ad pod number had has been shown 25, 50,Ad server's ad ID 75%) Ad server's ad placement ID Elapsed time ad hasbeen played back Elapsed time since last position event END Ad completedplayback Ad pod number Ad server's ad ID Ad server's ad placement IDElapsed time ad has been shown Elapsed time since last position eventPreceding content volume Ad playback volume ASSET Tracks that an adbanner was Ad server's Ad ID IMPRESSION rendered by the client Adservers placement ID computer. PAUSE User selected pause during ad Adpod number playback Ad server's Ad ID Ad server's placement ID Elapsedplayback time when pause selected Ad source (if not MPP 110) PLAY Userselected play while ad Ad pod number playback was paused Ad server's AdID Ad server's placement ID Elapsed playback time of ad already shown Adsource (if not MPP 110) MUTE User selected mute while ad is Ad podnumber being played back Ad server's Ad ID Ad server's placement IDElapsed playback time when mute selected Ad source (if not MPP 110)UNMUTE User selected unmute while ad Ad pod number is being played backAd server's Ad ID Ad server's placement ID Elapsed playback time adalready shown Ad source (if not MPP 110) CHANGE User selected new volumeAd pod number VOLUME while playing back ad Ad server's Ad ID Ad server'splacement ID Elapsed playback time ad already shown Old volume Newvolume Ad source (if not MPP 110) VOLUME User opens volume icon in NoneOPEN player VOLUME User selects closes volume icon None CLOSE in playerCLICK User clicks on playing or Ad pod number paused video ad in player,Ad server's Ad ID overlay ad or companion ad Ad server's placement IDbefore click action is taken Ad type clicked on (video, multiple adchoice, poster of a movie selector, companion banner, interstitialslate) Ad source (if not MPP 110) SELECT User makes an interactive ad Adpod number choice (ad selection) (e.g. Ad server's Ad ID selecting ad asdescribed in Ad server's placement ID bock 432 of FIG. 4C) Ad typeclicked on (video, multiple ad choice, poster of a movie selector,companion banner, interstitial slate) Ad source (if not MPP 110) ADSWAP/User makes an interactive ad Ad Server 140 creative ID for the SELECTchoice (ad selection) to ad being swapped out interrupt one ad andselect Ad Server 140 creative ID for the another (e.g. interrupting adbeing swapped in playback of an ad to select Position of the thumbnailthat is another as described in FIG. being swapped in 5B and FIGS.16A-16D) VOTE User indicates ad is relevant or Ad pod number not (likeor dislike) (e.g. block Ad server's Ad ID 456 of FIG. 4D) Ad server'splacement ID Ad type on (video, slate) Ad source (if not MPP 110)MOUSEOVER User mouseovers an active area Ad pod number of an ad Adserver's Ad ID Ad server's placement ID Position ID for the positiontriggering the mouseover event Ad source (if not MPP 110)

In the foregoing:

-   -   Ad pod number is a sequential number for the ad opportunity 422.        For example, ad opportunity 422(1) may be ad pod number one,        wherein ad opportunity 422(2) may be ad pod two.    -   The Ad server's ad ID is the identifier for the advertisement        being played used by the advertisement server 140 or MPP 110.    -   The Ad server's ad placement ID is a campaign-specific        identifier for the advertisement's placement (format) within the        ad pod. For example, the ad placement ID may indicate that the        advertisement is a companion banner advertisement or a video        commercial. An advertisement campaign can have a “video        commercial” placement that has multiple creative assets or        advertisements associated with it. This allows the advertiser to        purchase a single ad placement yet specify, for example, three        different advertisements videos to play in that slot. Since the        ad placement ID is campaign-specific, the ad placement ID for        this campaign differs from the ad placement ID for all other        campaigns.    -   The Ad length is a string representation of the number of        milliseconds that an advertisement is expected to be shown.

The ad provider 140 may stream some or all of the advertisements to theuser device 102 instead of or in addition to the media program provider110. This is illustrated by the dashed lines in FIG. 4D. In oneembodiment the ad request from the user device 102 in block 444 istransmitted directly to the ad provider 140, who responds by streamingthe advertisement directly to the user device 102. The ad provider 140receives the control messages/beacon calls directly from the user device102 and transmits these control messages to the media program provider110 so that they may be used to update the databases as shown in block460. Such messages can be transmitted in real time (as they arereceived) or near real time, or may be batched for later transmission.

FIG. 4E is a diagram illustrating the transmission of the media program320 to the user device 102. In block 470, the media program provider 110transmits a resource locator for the media program 320 to the userdevice 102. The user device 102 receives the resource locator andtransmits a media program request to according to the resource locator,as shown in blocks 472 and 474. In one embodiment, the resource locatoris an address such as a URL, and the media program request istransmitted from the user device 102 to the media program provider 110or media server 114 at the address. The media program provider 110receives the request and streams the media program to the user device102 as shown in blocks 476 and 482. The user device 102 receives thestreamed media program 320 and presents it to the user 132.

As described in FIG. 4B, the media program may comprise a plurality ofportions 426 that together constitute the media program withoutadvertisements. The steps shown above in FIG. 4E can therefore refer tothe request and transmission of each of the portion 426 of the mediaprogram such that each portion is separately requested and separatelystreamed.

Further, as illustrated in FIG. 4D, the media program (or portions) maybe hosted on a third party server 120. In this case, the resourcelocator transmitted to the user device 102 from the media programprovider 110 is an address to the third party server 120. The userdevice 102 transmits the media program request to the third party server120 at the address, and the third party server responds by streaming themedia program 320 directly to the user device 102 as shown in blocks478-480.

FIG. 4F is a diagram showing further method steps that can be used topractice embodiments of the invention. As indicated above, the user 132may be queried for feedback regarding the advertisement while theadvertisement is being played by the media program player 304. Inaddition to or in the alternative, user 132 feedback regarding theadvertisement may be solicited after the advertisement has completedplayback. This is shown in dashed blocks 490-493. After theadvertisement has completed playback, a user feedback interface data maybe generated, and transmitted to the user device 102 as shown in block490. The user device 102 receives the user feedback interface data andpresents the interface to the user 132. The user 132 enters feedbackregarding the advertisement and this information is transmitted to themedia program provider 110 as shown in block 493. The media programprovider 110 accepts the feedback data, stores it, and uses it to updatedatabases, as shown in blocks 458 and 460. This data is used by the adservice 316 to generate future advertising options to the user 132,including the identification of which specific candidate options may bepresented to the user for selection at the next advertising opportunity.

If there is another advertisement to be played in the currentadvertising opportunity, decision block 494 routes processing todecision block 495. Decision block 495 routes processing to “B” as shownin FIG. 4A if ad options are to be presented to the user before the nextadvertisement begins streaming (for example, to give the user 132another opportunity to choose advertisements). If advertising optionsare not to be presented, processing proceeds to “D1” on FIG. 4D andanother advertisement is streamed. If there is no other advertisementpresented in the advertisement opportunity 422, processing routes to“D2” as shown in FIG. 4E and the streaming of the media program beginsor if it was interrupted to present the advertisement, is continued.After streaming of a portion or all of the media program, processingenters from “F” as shown in FIG. 4E to decision block 496. If thestreaming of the media program 320 is complete, processing is routed to“H” where the process awaits further user media program selections. Ifthe media program 320 has not completed playback, processing is passedto block 497, which determines if another advertisement opportunity 422has been encountered. If so, processing is routed to “G” which routesprocessing to block 495. If not, processing is looped back to decisionblock 496 to continue streaming of the media program 320.

FIGS. 5A and 5B are diagrams illustrating how advertisements may bestreamed using a live streaming protocol. FIG. 5A illustrates anembodiment in which the user 132 selects advertising options beforeplayback of the media program 320 begins. In this case, the MPP 110 cangenerate a master play list 334 and a segment playlist 338 includes theURIs to each advertisement version. In block 502, the MPP 110 transmitsthe master play list 334 to the user device 102. The user device 102requests an version of the media program and advertising that isconsistent with the transmission bandwidth and presentation processingcapabilities of the user device 102 and communication channel, as shownin block 506. The MPP 100 receives this request, generates a segmentplay list 338 consistent with this request, and transmits the segmentplay list 338 to the user device 102. The MPP 100 may also transmit anSPL for one or more of the other versions of the media program andadvertisement. In block 516, the user device 102 receives the SPL andtransmits requests to the MPP 110 (or ad provider 140) to stream theappropriate segments of the media program 320 or advertisements to theuser device 102 as described earlier herein. The user device 102 mayaccept and transmit feedback regarding the advertisement that is storedand used to update databases, as shown in blocks 518-522. As was true inthe ordinary streaming embodiment, streaming information or beacons maybe used to determine whether the user 132 has viewed the advertisementand/or media program.

If the advertisement choices made by user 132 remain unchanged as themedia program 320 and advertisements are presented, the user device 102need only choose different versions of the media program and theadvertisement according to transmission and presentation limitations.However, if the user 132 desires to interrupt the presentation of anadvertisement to select another, processing proceeds as shown in FIG.5B.

FIG. 5B illustrates exemplary method steps that can be used to interruptthe presentation of a media program or advertisement, then provideadvertising control input. In block 530, the user device 102 accepts andtransmits a user command to provide advertising control input eitherduring media program playing or advertisement playing such as theADSWAP/SELECT beacon described above. The MPP 110 receives the usercommand and transmits data that can be used to implement the userinterfaces described herein. This is illustrated in blocks 532 and 534.The user device 102 receives the user interface information, andpresents it to the user 132 who provides user input regardingadvertisement preferences and control. Data describing this user inputis transmitted to the MPP 110 where it is received, as shown in blocks540 and 538.

According to the supplied user input and/or other information indatabases 325, the advertising service 315 selects another set ofadvertisements to present to the user 132 in conjunction with the mediaprogram. The MPP 110 then generates an updated segment playlist 338 thatincludes the URI to the advertising segments of the another set ofadvertisements, and transmits that updated segment playlist to the userdevice 102, as shown in block 544. In one embodiment, only the segmentplaylist 338 for the current (interrupted) version of the advertisementand/or media program is generated and transmitted, and the updatedsegment playlists 338 for other versions advertisement and/or mediaprogram are generated and transmitted at a later time, either when theuser device 102 requests a different version due to communicationchannel bandwidth or presentation processing constraints, when the MPP110 processing load permits, or when required to respond to user input.In other embodiments, the segment playlist 338 for all versions aregenerated and transmitted at the same time, as shown in block 572.

In one embodiment, the newly generated segment playlists can use theURIs as the segment playlists generated before the accepted user input.This relieves the MPP 110 from the task of generating and transmittinganother master playlist to the user device (although this may also beperformed, as shown in block 542. For example, if segment playlist 338shown in FIG. 3H is associated with element 336A of the master playlistshown in FIG. 3H, a new segment playlist 338 may be generated, but stillassociated with the address shown in 336A.

The generation of new segment playlists 338 is also facilitated by useof the discontinuity tags such as tag 342. Referring again to FIG. 3H,the discontinuity tags 342 can be used to delineate which portions ofthe segment playlist 338 must be regenerated to reflect the user'scommands and selections and which need not. For example, if theadvertisement segments referred to by elements 346A-346B refer to anadvertisement that is interrupted and replaced with anotheradvertisement, the computation of the updated segment playlist 338requires only a recomputation of items 346A-346C. Items 348A-348C referto the media program, and need not be changed. Accordingly, the updatedsegment playlist 338 may be generated expeditiously, and withoutrequiring changes to the master playlist 334 or the other segmentplaylists 338. New segment playlists may also be generated without useof discontinuity tags.

Although not shown in FIG. 5B for the sake of drawing simplicity,advertisement streaming may be performed by the advertisement provider140 and data related to that streaming provided to the MPP 110 asdescribed above.

Indicia of Compensation

As described above, the user 132 may be offered to provide some indiciaof compensation, and in return, become entitled to control thepresentation of advertisements. In the embodiment shown in FIG. 4A, theuser 132, upon a user-initiated request to control advertisements orupon media program player 110 initiation, a check is made to determineif the user 132 is entitled to control the presentation ofadvertisements, and if not, the user is provided with an offer to remitan indicia of compensation in exchange for that entitlement. If theindicia is provided and is verified, the user 132 is provided with aninterface by which the advertisements presented with the mediaprogram(s) may be controlled.

The provision of an indicia of compensation may entitle the user 132 tocontrol the presentation of a single advertisement, the presentation ofa plurality of advertisements to be presented in conjunction with aparticular media program (for example, the media program currentlyrequested or playing) or all media programs.

Control of Single Advertisement by Providing Single Survey Response

FIG. 6A is a diagram illustrating one embodiment of a user interface bywhich a user 132 may provide an indicia of compensation so that they maybe entitled to control an advertisement presented with media programs.In this example, the user is presented with an interface to request thatthey provide survey information. In this embodiment, by answering asingle survey question, the playback of the advertisement is skipped asshown in block 419 of FIG. 4A, and if no other advertisements arescheduled during this advertisement opportunity, playback of the mediaprogram begins or resumes immediately.

As illustrated, the user interface 600 comprises a selector 602controlled by the pointing device 216 to select elements presented inthe GUI 218B, which include a browser 604 presenting window 606 on thedisplay 222. The browser 604 may include an address box 608, allowingthe user to enter a URL of a desired website, a search input box 610, asearch control 612, a scroll bar 614 and scroll tab 616. The user 132may perform a search of the Internet for websites of interest byentering keywords in the search box 610 and selecting the search control612. The user 132 may also navigate webpages extending beyond thedisplay by manipulation of the scroll tab 616 along the scroll bar 614.

The window 606 presents a survey question 620 and an input control 622for entering an answer to the survey question 620. In the illustratedembodiment, the input control 622 provides a means for selecting one ofa plurality of possible answers. The user 132 selects the answer byselecting the input control 622 and depressing the answer control 624.If the user 132 would like more information regarding the survey, thequestion, or how the question is used, they can select the “learn more”control 626.

In one embodiment, a timer 628 is presented to indicate that the userhas a period of time to respond to the offer to answer the surveyquestion. The timer 628 presents the time remaining before the automaticaction is taken. In one embodiment, if no input has been received whenthe timer 628 reaches zero, playback of an advertisement or video simplyreturns and the user 132 is not entitled to control the advertisementspresented with the media program.

In the foregoing embodiment, completion of the survey (or providing asingle survey answer) is sufficient to provide the indicia ofcompensation necessary for the user to be entitled to controladvertisements presented with the media program(s) played for the user.In other embodiments, the user's entitlement to control advertisementsis not conditioned on the provision of an indicia of compensation.Hence, the survey presented above (or more detailed surveys, asdiscussed below) may be offered to the user either without providing anycompensation to the user (other than better advertisement and/or mediaprogram recommendations) or by providing compensation other thanadvertising control (for example, a free subscription for a limitedperiod of time).

If the user 132 selects the “No Thanks” control 630 shown in FIG. 6A, orif the timer 628 runs out, the indicia of compensation is not provided,and the scheduled advertisement is played for the user 132 beforebeginning or resuming the playback of the media program 320.

One of the advantages of the foregoing embodiment is that it stronglyencourages the user 132 to provide survey information. Users typicallyavoid providing survey answers for a variety of reasons, but one of themore important reasons is that they do not want to take the time toprovide survey answers. However, when presented with the choice ofanswering a simple survey question and being compensated for that answerby allowing the user to pass directly to playback of the media program,the user 132 is in fact saving time by answering the survey. While thatmay also be true in other paradigms, this particular paradigm has theadvantage of providing the user 132 with an easy “save time right now”choice that many users will take advantage of.

Control of Multiple Advertisements Via Short Form Survey Response

FIG. 6B is a diagram illustrating another embodiment in which the user132 provision of the indicia of compensation entitles the user 132 toview the media program with either no advertisements or feweradvertisements. The webpage 606 includes a first input control 652 whichallows the user 132 to take the survey and watch a reduced advertisingversion of the media program and a second input control 654 which allowsthe user 132 to view the video with normal commercial breaks.

Providing the Survey to the User and Accepting Responses

FIGS. 7A-7C are diagrams illustrating method steps my which the surveyresponses may be entered and optionally managed. Turning first to FIG.7A, if the user qualifies to be presented with a survey, a survey isgenerated, as shown in block 702. A survey is generated and a messagecomprising the survey is transmitted to the user device 102 as shown inblocks 702 and 704. Further description of how the survey may begenerated is presented below with reference to FIGS. 12 and 13.

The survey is received at the user device 102 and presented to the user132, as shown in block 706. The user 132 then answers the surveyquestions by entering appropriate response into the user device 102. Inone embodiment, the survey questions are multiple choice and/ortrue-false questions and include “none of the above” and/or “other”answers. “Other” answers may also provide the user 132 with the optionof entering text. Such entries can be transmitted to the MPP 110 andused to improve the survey. For example, survey questions that receive“other” answers from an excessive number of users 132 may be improperlyworded or badly selected for reasons that can be determined from thetext entries provided by the users.

A message comprising the survey responses is then transmitted to the MPP110 as shown in block 708. The responses are received and stored, asshown in block 710. The responses may also be analyzed at this time toverify that the responses are bona fide answers to the questions, forexample, by comparing the responses with other responses from earliersurveys or other personal information about the user 132. If the answersare determined to be not bona fide, the user may be informed as suchand/or given the opportunity to change their answers or seek help.

The survey answers may be used to generate profile information that isused to select advertisements to be provided with further media programstransmitted to the user in the future, or even to determine whichoptions are offered to the user. For example, if previous surveyresponses indicate that the user 132 has an interest in sports, the usermay be (1) presented with sports-related advertising, (2) presented aprogram guide or other interfaces that emphasize sports-relatedprogramming or programming that other sports enthusiasts enjoy, (3)offered special sports programming or programming that other sportsenthusiasts enjoy, or (4) asked further survey questions to obtain moreinformation regarding their interest in sports.

The offer to take the survey in exchange for viewing a special versionof a media program can be made in advance of a media program request forthe user 132 and may be applied to any media program that the userrequests, or a media program selected from a group that is approved forviewing with advertisements control. For example, the survey could beoffered to the user w weeks after the user 132 completed the most recentsurvey, whether the user has requested viewing of a particular mediaprogram or not. After successfully completing the survey, the user'sability to control advertisements presented with the media program maybe maintained for a period of time. This allows the user to take thesurvey when convenient and view control the presentation ofadvertisements at a later time. The period of time for which the user132 may “save” such privileges can be a function of how long the user132 has been an active user or other factors, if desired.

Managing Survey Responses

One of the disadvantages of generating user profiles to determine whichadvertising is presented to the user is that users may unwittinglyprovide answers to questions without understanding the context in whichthe answer will be used. As a consequence, it is possible that a userprofile generated from the survey response will cause advertisements andother information to be directed to the user 132 when in fact, the user132 has no interest in it. For example, a user 132 may answer a questionindicating that they are interested in bikes, and find that they aredeluged with advertisements about bicycles instead of motorcycles, asthe user 132 intended. While it is true that future survey responses mayeventually dilute the effect of the question on the user's profile, thatcan take time, and can render any directed advertising to the user 132less effective in the mean time. It is also true that user'scircumstances change. For example, a user may become divorced, lose orgain a job (thus affecting their income), and gain or lose familymembers by birth or death. While such factors can be accounted for inregistering for the service, the answers to survey questions that wereearlier provided may also be affected by the user's change incircumstances.

FIG. 7B is a diagram illustrating an embodiment in which the user 132 ispermitted to manage their survey responses. In block 712, the user 132enters a request to manage survey responses, and that request istransmitted to the media program provider 110. The media programprovider 110 retrieves and transmits the survey responses to the userdevice 102, as shown in block 714. The survey responses are received andpresented to the user, as shown in blocks 716 and 718. The surveyresponses may then be modified, deleted, or clarified. In oneembodiment, the user 132 is provided an interface by which an answer toa survey response is explained. This can be accomplished by enteringtext in an input box adjacent the response or the question.

The modified survey responses are accepted and transmitted to the MPP110, as shown in blocks 720-722. The MPP receives the modified surveyresponses and stores them for future use, as shown in blocks 724 and726. If the survey response is deleted, and indication that the surveyquestion was answered and later deleted can be stored.

The media program provider 110 may optionally limit the time period inwhich the user can modify or delete survey responses. For example, theuser may be prohibited from modifying survey responses until a period oftime (e.g., a week) has elapsed since they were originally entered. Thisprevents users from gaming the system by entering survey responses, thenimmediately changing them. Or, the user may be prevented from changingsurvey responses after a period of time has elapsed.

By offering users 132 the opportunity to watch commercial-free orreduced commercial versions of media programs in exchange for the user'scompletion of surveys, it is possible to obtain information that assistsin determining which advertisements the user 132 may be interested inviewing in the future. This prevents bothering the user 132 withadvertisements they are not interested in and also assures that the user132 will be presented with advertisements that they are likely to havesome interest in.

However, if the option to view a media program with reducedadvertisements is offered to users indiscriminately, it is possible forusers 132 to attempt to avoid watching any advertisements, whileproviding little or no survey information. For example, in embodimentsof the invention that allow users 132 to manage their user informationand/or survey information (further described below), the user may entersurvey answers, and simply delete or substantially alter them aftertaking the survey or after viewing the commercial-free version of themedia program. Or, users 132 may simply register under different userIDs, enter bogus survey information, and rarely if ever log in usingthat same user ID again.

Accordingly, it is beneficial to assure that the option to watch areduced advertising version of the media program is offered only tousers 132 who are not attempting to “game” the system by providinglittle or no survey information in exchange. In one embodiment, this isaccomplished by preventing the user from making changes that could beused to “game” the system. However, this may cause legitimate users toshy away from registering or answering a survey. In another embodiment,this can be accomplished by determining whether the identified user isqualified to be offered the reduced advertising option and only offeringthe option if the user is deemed to be qualified, as shown in block 408of FIG. 4A.

Qualifying the User to Receive a Survey

FIG. 8 is a diagram illustrating exemplary operations that can be usedto determine whether an entity is qualified to be offered the option oftaking a survey to view a special or reduced advertising version of themedia program, as illustrated in block 408 of FIG. 4A. In oneembodiment, the user 132 is identified and the MPP 110 determineswhether the user 132 is to be offered the option of taking a survey inexchange for the entitlement to control advertising presented with mediaprogram(s). In another embodiment, the user device 102 is identified.

The process begins with accepting identification information, as shownin block 802. User identification information includes information thatuniquely identifies the user 132, such as the new user's name, telephonenumber, residence address, and/or e-mail address. If an e-mail addressis provided, a message may be sent to the e-mail address providinginstructions regarding how the registration process can be completed, asshown in block 804. Typically, this involves sending verificationinformation to the MPP 110 for example, by selecting a link at a URLprovided in the message.

Typically, this email verification process is sufficient to preventpotential users from gaming the system by creating bogus identitiesevery time they want to watch a media program commercial free, becausean e-mail address must be created and a message sent to that e-mailaddress must be responded to, before the survey option is presented.

User device 102 information can include a static IP address or processor204 identification number, and can simply be used to identify the userdevice 102.

Thereafter, the entity may log in by providing suitable identificationinformation, as shown in block 806.

To prevent users from creating and using bogus identities, the MPP 110may examine historical data for the identified entity (e.g. the user 132or user device 102). Such historical data may include (1) a surveyhistory of the identified entity, the survey history comprising a timeelapsed since immediately preceding survey responses from the identifiedentity were accepted, and/or (2) a viewing history of the identifiedentity.

The viewing history may include viewing duration information for theidentified entity since immediately preceding survey responses from theidentified entity were accepted, the number of media programs viewed bythe identified entity since immediately preceding survey responses fromthe identified entity were accepted; and/or survey management history ofthe identified entity, comprising deleted previously accepted surveyresponses. A minimum interval t⁻¹-t₀ can also be enforced before asurvey is offered. For example, the minimum interval between creating auser account and being offered a survey may be one day. The MPP 110 mayalso enforce a minimum viewing interval before a survey is offered. Forexample, in one embodiment, for new members, no survey will be offereduntil the viewer has watched at least x₁ hours of video, thus qualifyingthe user as a active (albeit, new) user. This is illustrated in blocks808-814.

In one embodiment, the user is not offered a new survey until a periodof time has elapsed since the last survey was offered and responded to.This is shown in blocks 820-822. For example, if the user 132 wasoffered a survey on January 1, the user 132 will not be eligible to beoffered another survey until w weeks (t₁-t₀) after January 1. In thealternative or addition to this, a minimum viewing time may be enforced,such that the user 132 is not eligible to be offered another surveyuntil the user 132 has viewed at least x₂ hours of media programs. Forexample, if the user 132 has logged in to watch a video only once in thelast 10 weeks, that user is deemed not to be an active user, and willnot be offered the option of taking a survey. Or, if the user 132 hasnot viewed more than 30 minutes of media programs in those 10 weeks, theuser 132 is also deemed not to be an active user, and will not beoffered the option of taking a survey.

As described above, the user 132 or user device 102 survey history canalso be examined to determine if a survey is offered. For example, inembodiments wherein the user 132 is permitted to directly manage theirsurvey data (further described below), the user is also not offered asurvey if the user entered data in an earlier survey, only to clear allor a substantial amount of the survey data shortly (e.g. within hours ordays) of watching the media program provided without advertising. Thisfeature prevents the user from gaming the system by providing unusablesurvey responses. This is illustrated in blocks 816 and 818.

In a further embodiment, responses from different surveys are comparedto assess whether the survey responses are consistent with one another.For example, the response to a survey question may strongly indicatethat the user is a strong environmentalist, while the response toanother question in the same or different survey may indicate that theuser is a strong anti-environmentalist. Such discrepancies can beresolved with further questions, but if left unresolved, can also beused as an indication that the user is not providing random or less thancandid answers to the survey questions. In such cases, the user may notbe provided with the opportunity to take future surveys, the user may beprovided with fewer survey-taking opportunities, or the user may beprovided with alternate surveys intended to resolve the discrepancies.

If the user 132 has not excessively modified previous survey datashortly after taking earlier surveys, and is an active user, the user isoffered the opportunity to take a second survey, as shown in blocks 824and 826.

These operations are repeated again as shown in blocks 828-836. In oneembodiment, the time period over which the assessment of the user'squalifications to receive a survey changes over time. Hence, instead ofassessing whether the user is qualified to receive a survey offer wweeks after taking the last survey, the assessment may take placey weeksafter the previous survey. Using staggered or random assessmentintervals further confounds the user 132 from gaming the system, becausethe user 132 cannot predict when another survey might be offered,efforts to game the system in advance of another survey-takingopportunity are difficult to make.

The previously entered survey responses can be presented to the user 132in a variety of ways. In one embodiment, the user 132 is provided withthe option of viewing and managing previous survey responses organizedby survey.

Survey Management Interfaces

FIG. 9 is a diagram illustrating elements of one embodiment of a userinterface 900 that may be presented in a window to provide previouslyentered survey responses to the user 132. In this embodiment, eachpreviously completed survey 902A-902C (hereinafter alternativelycollectively referred to as survey(s) 902) is presented with the surveyquestions and the survey answers. The user 132 can go to the survey(e.g. 902A) where a question was asked, select the question/answer pair904 and modify or delete the survey answer as desired.

FIG. 10 is a diagram illustrating elements of another embodiment of auser interface 1000 for presenting previously entered survey responsesto the user 132. In this embodiment, the questions and answers providedin previously completed surveys are presented according by category(1002A-1002F). If a user 132 remembered answering a question related tothe automotive category 1002D, the user 132 may select a particularquestion/answer pair 1004, and modify or remove the answer.

FIG. 11A is a diagram illustrating another embodiment of a userinterface for managing survey questions. In this embodiment, the userinterface 1101 comprises a webpage having a first survey managementportion 1102 and a second survey management portion 1004. The firstsurvey management portion 1102 can be used to manage answers entered insurveys that have been previously completed. In the illustratedembodiment, the management portion 1102 presents information regardingpreviously completed surveys including information identifying thesurvey (in the illustrated embodiment, surveys are identified by thedate on which they were completed) 1106A-1106D, information regardinghow many of the survey questions of each survey have been modified ordeleted (including text 1108A and 1108C). Graphical indicators1110A-1110D may also be presented showing the proportion of surveyquestions that have been modified or deleted. The user may modify ordelete questions that were provided in earlier surveys by selecting theedit control 1114A-1114D associated with each survey.

Typically, the user 132 is not provided with any special viewingprivileges (e.g. viewing the media program without advertisements orviewing all media programs for a particular period such as 24 hours)until the user 132 has completed the entire survey. In one embodiment,the user 132 is permitted to save the answers to partially completedsurvey so that the survey can be completed later. This is useful insituations where the user 132 would like time to ponder the questionasked of when the user 132 does not have enough time to complete theentire survey.

The illustrated user interface 1102 also comprises a second surveymanagement portion 1104 that permits the user to return to partiallycompleted surveys so that they can be fully completed. In theillustrated embodiment, a text portion 1106 indicates how many questionsof the current survey have been answered, and the graphic 1118 providesa visual indication of the proportion of unanswered questions to thetotal number of questions in the survey. The user 132 can return to thepartially completed survey to provide additional answers or to modifyanswers already given by selecting the “go” control 1120.

In the illustrated embodiment, a rule has been enforced that requiresthat no further survey is to be offered to a user 132 unless all of theprevious surveys have been completed. Hence, there is only oneuncompleted survey, and only one is presented in the second portion1104. However, other embodiments permitting users to save the resultsfrom more than one uncompleted survey and to return to those partiallycompleted surveys to answer further questions or modify answers alreadygiven are also possible. The interface for such embodiments could beanalogous to the interface presented by the first portion 1102.

The user 132 may also view, modify and/or delete answers provided toprevious survey questions. This is accomplished by generatinginformation correlating user profile parameters or other information tosurvey responses, transmitting this correlation information along withretrieved survey responses and questions to the user device 102, forpresentation to the user. The user can then view survey questions andresponses and make changes to the responses as desired.

FIG. 11B is a diagram illustrating another embodiment of a userinterface 1150 that allows the user to view, modify, and/or deleteanswers provided to previous survey questions. In this embodiment, userprofile information generated from the survey responses is correlated tothe questions asked in the surveys and the responses provided by theuser. For example, the user profile information can be generallycategorized into how the user spends recreational time (indoors oroutdoors), probable purchases, disposable income, and demographics.Survey questions related to those user profile parameters are listedadjacent to the parameter. For example questions related to whether theuser prefers outdoor recreation include question fifteen of survey one(S1Q15), question twelve of survey three (S3Q12), and question two ofsurvey nine (S9Q02). Note that a particular question may be relevant tomore than one profile parameter. For example, question fifteen fromsurvey one is relevant to the outdoor, automobile, and recreationalparameters.

As described above, the offer to a user 132 to take a survey in exchangefor viewing media program(s) without advertisements or with feweradvertisements can be made in advance of the user selection of a mediaprogram, immediately after the user selects a media program for viewing,or during the view of a media program. In one embodiment, benefitprovided to the user 132 for taking the survey is a function of thesurvey characteristics. For example, the user may be provided withgreater reward for answering questions in a survey that ask moredifficult or complex questions, or for responding to a survey having amore questions. One example of the different survey types, how they areoffered to the user 132, the number of questions asked in the survey,the use reward for completing the survey, and how partially completedsurveys may be saved for later completion is illustrated in Table I,below:

TABLE I Long Survey Selection Survey Single Question Survey How OfferedA tab or control in Dynamically inserted Dynamically inserted mastheador user's prior to video (opt into advertising homepage out option)breaks (opt out option) Number of 10-15 questions; time Varies by thelength One question; time Questions; period of less than of the mediaprogram: period for completion Expected about 5 minutes Half episodes,2-3 of survey less than 30 Completion questions; time period seconds.Time less than 1.5 minutes Full episodes, 3-6 questions; time period(for completion of survey) less than 2.5 minutes User Reward 24 Hours ofWatch media program Answer and return to advertisement-freeadvertisement-free. media program upon viewing time (Option to not takecompletion; option to commencing upon survey and watch view videoinstead completion or 1000 media program with (preference can be setcharitable impressions advertisements). to bypass offer) (if available)Partial Survey can be saved Survey must be Survey must be Completion sothat survey can be completed before completed when completed at a latermedia program presented time. begins; user can cancel survey to viewmedia program with advertisements

As shown above, the user reward for completing a survey is typically theprivilege of viewing the media program with fewer advertisements or noneat all. However, other user rewards are also possible. For example, inlieu of 24 hours of advertisement-free viewing, the user may select auser reward of a number of “impressions” that will be given to theorganization of their choice. For example, the user 132 may be offeredthe option of providing 1000 “impressions” to a charitable organizationsuch as the MARCH OF DIMES. An “impression” in this context, refers toan event in which a user views an advertisement. Hence, if 1000impressions are donated to a charity, that charity's advertisement willbe presented to some user(s) 1000 times.

FIG. 12 is a diagram presenting exemplary method steps that can be usedto generate the survey questions that are transmitted to the user 132.First, a global list of prioritized questions is generated from thelocus of all active questions. Questions may be deleted from the locusof all questions, for example, if the question has been deemedmisleading or unhelpful, and new questions can be added to the locus ofactive questions time. The global list is applicable to all users.Before a particular user 132 is to be transmitted a survey, a list ofquestions already answered by the user 132 is compared to a the globallist of prioritized questions to identify questions that have alreadybeen answered by the user 132, as shown in block 1204. In block 1206,survey questions are generated dynamically (e.g. in near real time inresponse to a demand from the user 132) and transmitted to the user 132,as shown in block 1206. The transmitted survey questions can include thehighest priority questions from the global list of prioritizedquestions, after excluding those questions the user has alreadyanswered. Other questions may be included as well.

As noted above, the user 132 can delete responses previously provided tosurvey questions. Questions associated with such deleted responses maybe removed from the list of questions that the user 132 has alreadyanswered, thus allowing the question to be asked in another survey. Or,if desired, questions associated with deleted responses can be retainedon the list of questions that the user 132 has already answered, thuspreventing the user from being asked the same question a second time.

FIG. 13 is a diagram illustrating the generation of survey questions. Asillustrated by the first arrow, all active questions from all thecategories are combined into a global list that is then prioritized. Theresulting global list of prioritized questions 1302 is then compared toa list 1304 of questions the user 132 has already provided answers to.The survey is then generated to include the top questions on theprioritized list that have not already been answered by the user 132.

The foregoing illustrates embodiments in which the user is providedcompensation in the form of advertising-free viewing in exchange forcompleting a survey. However, compensation may be provided in otherforms. For example, the user may be offered reduced advertising(shorter, fewer, or different ads) or may be offered an opportunity toview another media program that is offered only to survey respondents orthose that pay for it. Further, the viewer may be offered other choicessuch as a choice between watching one or more trailers or advertisementsbefore viewing a media program, or becoming a registered user (e.g. byanswering a series of questions provided in the registration process).Users may also be provided with different options depending on userloyalty (e.g. how much or often the user views media programs from theprovider) or depending on user preferences provided in the registrationprocess.

Advertising Controls/Option Interface

The advertisement control options presented in block 414 of FIG. 4A caninclude any combination of the following.

Presenting which advertisements the user 132 can view in the currentcommercial break: The advertisements can be presented via a named list,icons, or thumbnails that can be presented on the display 222 andselected by the user 132 using pointing device 216 or keyboard 215. Inone embodiment, the options presented are selected based upon eitherinformation about the user 132 that is provided either via anindependent interface, survey responses, from previous advertisementselections, from a third party 314 database, the media programs selectedby the user 132 to be played (which can be identified by metadataassociated with the media program), or from a history of media programsthat the user has played in the past.

For example, the user 132 may be presented with a list showing aSNICKERS bar, a LA-Z-BOY recliner, and BLOCKBUSTER if the previous user132 advertisement selections or survey responses indicated that the user132 was interested in these products or if the user 132, based on thecurrent program viewed or the user's history of program viewing, surveyinformation, or other information, was thought to lead a lifestyle inwhich such products or services were desirable (e.g. a sedentarylifestyle). If previous advertisement selections, the current programbeing viewed, the user's viewing history and/or survey informationindicated that the user 132 would likely be interested in differentadvertisements, other advertisement options may be shown. For example,if the currently viewed media program is of the TOUR OF CALIFORNIA, theviewer may be presented with a list showing a CLIF bar, a KOOBI bicycleseat, and a SPINERVALS video.

In another embodiment, the advertisement options presented to the user132 include different combinations of groups of required and electiveadvertisements. Required advertisements are those that must be viewed bythe user 132, while elective advertisements are those over which theuser 132 has a choice. For example, if the user profile indicated thatthe user 132 was an avid bicyclist, the advertising options presentedcould include a list of advertisements from an elective group (e.g.advertisements having to do with cycling products or services) and alist of advertisements from a required group (for example, having to dowith detergents or other staples that virtually everyone needs). Inanother embodiment, the advertisements presented to the user 132 caninclude required advertisements (the presentation of which the user 132has no control) and elective advertisements (the presentation of whichthe user 132 has control). In this embodiment, the fee charged to thesource of the goods or services described in the advertisement may becharged a different fee for required advertisements than electiveadvertisements).

The user 132 may select one or more of the optional advertisementsprovided, and these are the advertisements that will be shown during theadvertisement break. As described above, the identity of the selecteditems (as determined by a PID or analogous value) can later be used torefine future advertisement selections that are presented to the user132. In one embodiment, the identity of the selected items istransmitted external to the user device 102 (for example, to the mediaprogram provider 110, to the advertising provider 140 or a third entity)for purposes of further refining the advertising choices that areoffered to the user 132. In another embodiment, the identity of theselected choices is held internal to the user device 102 and notdisclosed elsewhere. This embodiment increases the privacy of the user's132 information. In yet another embodiment, a subset of the viewerinformation is transmitted external to the user device 102, and otherinformation is held secure within the user device 102. The informationor subset of information can be processed by the user device 102 so asto be insufficient to identify the user 132 by removing any informationidentifying the user 132, and instead, linking the user selections touser demographics such as age, sex, income, and residence or userviewing history.

Presenting which advertisements the user 132 can view in futurecommercial breaks: The options presented to the user 132 may includeadvertisements for more than just the current commercial break. Forexample, the user 132 may be asked to select all of the advertisementsthat will be presented during the media program, for all commercialbreaks or for the viewing session. Further, as described below,advertisement selections can be made in advance of the play of the mediaprogram, or during the media program.

Presenting categories of advertisements to the user: In this embodiment,the user 132 is presented with different categories of advertisements.In one embodiment, the categories offered to the user 132 become morespecific as the user 132 makes advertisement choices of provides otherinformation. For example, initially, the categories offered may bebroadly described as “Home,” “Auto,” and “Outdoors”, but if the user'schoices indicate that the user 132 is more interested in the outdoors,the categories presented may be changed to sub-categories within the“Outdoor” category, such as “Winter Sports,” “Summer Sports,” and thelike.

Presenting Options Controlling How the Advertisements are Presented inthe Media Program: In another embodiment, the user 132 is presented withoptions describing how the advertisements are presented in the mediaprogram. These options may describe the timing of the presentation ofthe advertisements. In this case, subsets of advertisements can beprovided in advertising blocks, and the user 132 can be given the optionof expressing a user preference to describe the number and/or temporaldistribution of advertisements to be presented in each block and thetemporal distribution of the advertisement blocks within the streamedmedia program. For example, the user 132 may be required to view all ofa set of advertisements, but given the option of seeing them widelydispersed throughout the media program (for example, inserting two 30second advertisements every 5 minutes rather than six 30 secondadvertisements every 15 minutes). Using this option, the user 132 mayelect to view all of the advertisements in the beginning, the end, or inthe middle of the media program, or the user 132 may elect to view theadvertisements spread out over the length of the media program.Recognizing that the user 132 is less likely to remain seated and watchcommercials that are presented during extended commercial breaks, theoptions presented to the user 132 may limit the user's control so thateach commercial break must include at least n commercials and no morethan m commercials, with typical values of n and m being 2 and 8,respectively.

The sponsor of the advertisement (the entity ultimately paying the mediaprogram provider 110 or associated entity for providing the mediaprogram and/or advertisement to the user 132) can be charged for thepresentation of one or more of the advertisements an amount that isbased on how the advertisement is to be presented in the streamed mediaprogram. In this embodiment, the sponsor can specify a timing structurethat limits the user's options in determining when the advertisementsare presented, or the sponsor may simply be charged differing amountsbased upon when the user 132 decides to present the advertisement. Forexample, the sponsor may be asked to pay more for an advertisement thatis the first in a block of advertisements in an advertising break, or attimes when the user 132 is more likely to view the advertisement.

The presented options may optionally include how the advertisements arepresented in the viewer space. For example, the user 132 may bepresented with the option of viewing the commercial on a pop-up window,a smaller wide window, or optionally, with muted or reduced audio.

FIGS. 14A-14B and FIGS. 15, 18 and 19 are diagrams illustratingexemplary advertising control/option interfaces presented to the user asshown in block 420 of FIG. 4A.

FIG. 14A is a diagram depicting one embodiment of a user interface 1400presenting three possible advertisement choices to the user forselection: an advertisement for a minivan, one for sport utility vehicle(SUV) and one for a sports sedan. Each advertisement choice includes anicon or illustration 1404A-1404C, and a selection control 1406A-1406Cthat can be used to select the desired advertisement. The advertisementselections can represent products or services from one vendor (e.g. aGENERAL MOTORS minivan, SUV and sports sedan) or products and servicesfrom multiple vendors (e.g. a minivan, SUV or sports sedan from anyvendor). A second user interface may be presented with further optionsto refine the user's advertisement choice, if desired. For example, ifthe user selected a minivan advertisement, another window may bepresented asking the user to choose between several different minivanmanufacturers.

FIG. 14B is a diagram of the user interface 1400 presenting specificadvertisement selections to the user. In this embodiment, the user 132given a choice of one of a set of three specific advertisements. Forexample, the advertisement associated with image 1408A may be thespecific and well-known “cog” advertisement for a Honda Accord that useda Rube-Goldberg combination of automobile parts (described athttp://www.snopes.com/photos/advertisements/hondacog.asp). Otheradvertisements, perhaps for the same product, can be illustrated with athumbnail 1408B-1408C so the user 132 can identify them, and may even beplayed back to the user within the thumbnail so that the user can moreaccurately identify the candidate advertisement as one of interest.

The other specific advertisements in the set of candidate advertisementspresented may include an specific advertisement for a 2011 TOYOTA CAMRYor other competing automobile. This feature allows the user 132 to notonly have some say in which product they would like to see anadvertisement for, it allows the user 132 to choose specifically whichadvertisement they would like to see of perhaps multiple advertisementsfor the same product. The advantage in this embodiment is that expensiveadvertisements (such as the HONDA advertisement described above, whichreputedly cost $6M to produce) that have significant entertainment valuemay be chosen for viewing by users again and again, thus justifying theadditional cost expended in producing the advertisement. Anotheradvantage in allowing the user to select specific advertisements (ratherthan simply products or manufacturers of products) is that informationcan be inferred from such choices that cannot be inferred from moregeneral, product oriented choices. For example, if a user 132 regularlychooses specific advertisements that have humorous content, the MPP 110may infer that these kind of advertisements are generally preferred bythis particular user 132 and are more likely to be watched, and providesimilar advertisements in the future. This kind of inference cannot bemade if the user simply makes advertisement choices based on particularproducts, product categories, manufacturers or retailers.

In another embodiment, the options presented to the user 132 for choicecomprise specific advertisements for a single product available from asingle manufacturer (e.g. all refer to advertisements for a 2011 HondaAccord sedan. This embodiment has the advantage of giving the user 132 achoice, but a limited one in that they may choose which specificadvertisement they would like to view, but no choice is given withrespect to the subject of the advertisement (in this case, the specificproduct).

It is worthwhile to note that the interfaces 1400 shown in FIGS. 14A and14B may be transmitted to the user device 102 and presented to the user132 automatically, and without user input. In other words, the user 132is not presented with a complicated menu from which they must drill downto the advertisement(s) the user 132 wishes to view. Instead, when theadvertisement break begins, the user 132 is immediately provided with asingle screen interface 1400 from which the user 132 chooses one andonly one advertisement from a set of candidate advertisements presented.The advantage in this embodiment is that user 132 is not asked toprovide a plurality of inputs and given a confusing myriad of choices.Instead, the user 132 is given a simple interface that limits the user'schoices to one and only one of a small number of choices.

FIG. 15 is a diagram illustrating another embodiment of an interface forcontrolling advertisement options. In this embodiment, the set ofcandidate advertisements are categorized into a group of categories thatare displayed in a first portion 1500 of the user interface and a groupof subcategories related to each category that are displayed in thesecond portion 1540 of the user interface. A group of sub-sub categoriescan also be provided in a third portion 1560 of the user interface, orthe third portion 1560 of the user interface can be used to display thea list of or thumbnails of advertisements that the user may select fordisplay.

The first portion 1501 includes a selectable visual representation suchas a thumbnail, image or selectable text for each category of the firstset of advertisements (shown as items 1502A-1502C). Additional availablecategories (e.g. automobiles) may be displayed for selection byselecting one of the navigation arrows 1504A, 1504B.

The second portion 1540 includes a selectable visual representation suchas a thumbnail, image, or selectable text for each category of thesubcategories of the first set of advertisements (shown as items1542A-1542G). Additional available categories may be displayed forselection by selecting one of navigation arrows 1544A and 1544B.

The third portion 1560 can display selectable visual representations ofsub-sub categories of the first set of candidate advertisements, orsimply representations of the advertisements themselves. The user canselect any of the advertisements for play by mousing over theadvertisement the user would like to select and depressing the mousebutton. The selected advertisement (e.g. the advertisement associatedwith visual representation 1562B) is selected for playback.

Interrupting the Playback of an Advertisement

As described above in FIGS. 4A, 4B and 5B, it is possible for the user132 to initiate control of advertisements presented at any time before,during, or after the playback of the media program 320. This includesthe capability to interrupt the playback of an advertisement either tosimply select another advertisement or to provide other advertisementcontrol commands.

FIGS. 16A-16D are diagrams illustrating exemplary process steps that canbe used to practice an embodiment of the invention in which playback ofan advertisement can be interrupted to provide the user with furtheradvertisement control, including the choice of an advertisement tosubstitute for the interrupted advertisement. In block 430 (also shownin FIG. 4C), a command to play the media program 320 is transmitted fromthe user device 102 to the media program provider 110. As describedabove, the advertising control interface and advertising options maythen be transmitted to the user, or transmission of the media program tothe user device 102 can commence after receiving this message. In theembodiment illustrated in FIG. 16A, the media program 320 is streamed tothe user device 102 without presenting the advertising controlinterface.

As described above, the media program 320 may include a plurality ofadvertisement breaks 422 temporally disposed at points in the mediaprogram 320, thus separating the media program 320 into a plurality ofportions 426. Each advertisement break 422 includes one or moreopportunities to present an advertisement 424.

In block 1604, a first portion of the media program 320 is streamed tothe user device 102. The user device 102 receives and plays the firstportion 426(1) of the media program 320 using the media program player304 executing on the user device 102.

As shown in block 1608, streaming and playback of the first portion426(1) of the media program 320 continues until an advertisement break422(1) and advertisement 422 opportunity is encountered. The temporallocation of the advertising break 422(1) can be determined by the MPP110 and transmitted to the user device 102 as metadata, or by user 132preferences as further described herein. In block 1610, a first set ofcandidate advertisements may be chosen by the media program provider110.

In one embodiment, the user 132 may be associated with user attributeshaving user attribute values. For example, the sex of the user 132 maybe a user attribute, and the attribute value could be male or female.The first set of candidate advertisements described in block 1610 can beselected from a superset of candidate advertisements that may beassociated with one or more advertisement rules that describe uservalues for which the advertisement is appropriate to be shown to theuser. The first (and further) sets of candidate advertisements can bedetermined by evaluation and comparison of user (and other) attributeswith advertising rules. A detailed description of how this may beaccomplished is described in co-pending patent application Ser. No.12/787,679, entitled “METHOD AND APPARATUS FOR RAPID AND SCALEABLEDIRECTED ADVERTISING SERVICE,” by Wing Chit Mak, filed May 26, 2010,which application is hereby incorporated by reference herein. Oneadvantage of the system described in the '679 application is thatbitmaps describing advertising rules can be computed in advance of theneed for advertisement selection, and when advertisements need to beselected, they can be determined by simple logical bitmap manipulationsthat can be accomplished with great speed. This feature allows thecandidate advertisements to be selected (or if the user 132 is notentitled to control advertisements, the selection of advertisements topresent) can be performed at a time temporally very close to thebeginning of the advertising break or even at the beginning of theadvertisement break itself. This allows the most recent informationstored in the database 315 to be used to select advertisements todisplay to the user 132. This feature is also especially important instreaming embodiments, because in such embodiments, the number of usersmay be very large, with each user being provided with an independentstream. With very large numbers of users 132 being streamed mediaprograms 320, the MPP 110 may be required to determine whichadvertisements or candidate advertisements to provide to each individualuser 132 in a very short time. The ability to compute the advertisementsor candidate advertisements for a large number of users in a shortamount of time, as made possible by the invention described in the '679application, allows the most recent user activity to be incorporatedinto the database 315 describing user preferences and controls.

Once the first set of candidate ads are determined, a representation ofeach of the first set of candidate advertisements may be transmitted tothe user device 102 for presentation to the user for selection, as shownin block 1612. The user device 102 receives and presents the first setof candidate advertisements and accepts a first selection of a firstadvertisement of the first set of candidate advertisements, as shown inbocks 1614 and 1616. In one embodiment, the representations of the firstset of candidate advertisements include one or more thumbnailsassociated with each advertisement, and are presented by the mediaprogram player 304 executing on the user device 102. In anotherembodiment, a simple list of the advertisements in the first set ofcandidate advertisements is presented. In a still further embodiment,the user is not given the choice of which advertisements to watch (orthe user has already made the choice before playback of the mediaprogram commenced) and the media program provider 110 simply chooses anadvertisement to be played during the advertising break and beginsplayback of that advertisement, transferring processing to block 1622A(or 1622B).

After accepting the first selection of a first advertisement 424 fromthe first set of candidate advertisements, a message is transmitted fromthe user device 102 to the media program provider 110, where it isreceived, as shown in blocks 1618 and 1620. The first advertisement 424is then streamed either from the media program provider 110 or theadvertising provider 140 as shown in block 1622A. If the advertisement424 is hosted by the advertising provider 140, a message is transmittedfrom the MPP 110 to the advertising provider 140 to instruct theadvertising provider 140 to stream the advertisement to the user device102. Alternatively, the MPP 110 receives the first selection, andtransmits a resource locator such as a URL to the user device 102, andthe user device transmits a request to stream the selected advertisementto the advertising provider 140.

The user device 102 receives and plays the first advertisement 424, asshown in block 1624. The advertisement 424 is typically played by themedia program player 304 executing in the user device 102 and typicallyin the same window as was used to play the media program, however otherembodiments are possible wherein a different media program player orother device is used to play back the advertisement 424. Further,although the foregoing depicts the streaming of the advertisement 424,other embodiments are possible wherein the advertisement 424 isprogressively downloaded from the media program provider 110 or theadvertising provider for immediate playback or for storage in the userdevice 102 for later playback. For example, the first set of candidateadvertisements could all be downloaded in the user device 102 in advanceof the advertising break 422(1), and replayed locally when appropriate.

In block 1626, the user device 102 accepts a command to interruptplayback of the first advertisement 424. This may occur because the user132 has changed their mind regarding the advertisement 424, has made amistake regarding selection of the advertisement 424, or because theuser 132 simply does not like the advertisement 424. The commandinterrupting the playback of the advertisement may comprise a beaconcall to the appropriate endpoint in the advertising server 140 or theMPP 110.

Although illustrated to have followed the selection of one or moreadvertisements, embodiments are possible wherein the interruptedadvertisement 424 was not selected by the user 132, but rather, the MPP110.

The user command to interrupt the playback of the advertisement 424 canbe implemented in many ways. In embodiments using a browser 470 or usingdedicated software, the user may command the interruption of theadvertisement 424 by selection of the advertisement itself, or byselecting controls in an interface concurrently presented with theadvertisement 424, such as the “ad swap” control shown in FIG. 17A. Thiscan be accomplished by using the pointing device 483 or analogousimplement to manipulate the selector 483 to hover over or select thereplayed advertisement 424, for example, using pointing device 483 or bytouching the display 222. In embodiments using a television, theinterruption of the advertisement 424 could be implemented via userdepression of a button of a remote control used with the television.

An interface may be provided during playback of the advertisement 424providing a control for interrupting playback. This interface may alsoshow a second set of candidate advertisements to the user 132 that canbe selected. In other embodiments, the interface showing the second setof advertisements may be provided to the user only after the interruptcommand is entered or when some other user input has been received, forexample, hovering over an area of the user interface or selecting a stopcontrol.

In any case, the operation of block 1626 allows the user to interruptthe playback of the advertisement 424 being currently played so thatanother advertisement 424 may be selected or provided. After theinterrupt command is accepted, it is used to stop playback. In streamingapplications, this can be accomplished by transmitting an interruptcommand to the media program provider 110, which interrupts thestreaming of the first advertisement 424, as shown in blocks 1628-1632.If the advertisement was streamed by the advertising provider 140, theinterrupt message may be transmitted to the media program provider 110and forwarded to the advertising provider 140, or in embodiments whereinthe user device transmitted the advertising request to the URL of theadvertising provider 140 as specified by the MPP 110, the interruptcommand may be transmitted directly from the user device 102 to theadvertising provider 140. If the advertisement was replayed locally, theuser device 102 interrupts playback.

As described above, the monitoring of the playback of advertisements isimportant to keep track of which advertisements the user 132 has viewedand which the user 132 has not viewed. In embodiments wherein the MPP110 acts as an intermediary for advertising streaming and control (e.g.the MPP 110 and only the MPP 110 accepts advertising control inputs suchas interrupt commands and forwards them to the advertising provider140), the MPP 110 can simply store the required information. However, inembodiments wherein the MPP 110 transmits the resource locator for theadvertisement to the user device 102 and the user device requests theadvertisement from the advertising provider 140, the MPP 110 is notdirectly involved in the streaming of the advertisement. Even so, theMPP is informed of any such command or beacon describing an analogousmedia program player 304 event, either by forwarding the commands/beaconcalls to the MPP, or by forwarding other information derived from thecommands/beacon calls so that the MPP 110 will have information fromwhich the user's viewing of the advertisement can be inferred.

For example, although the control data normally transmitted between theserver streaming the media program and the user device 102 is notavailable to the MPP 110, the MPPs 110 may infer that the streaming ofthe advertisement 424 continues so long as the MPP 110 has not receiveda command inconsistent with the continued streaming of thatadvertisement 424 (for example, an interrupt command). Alternatively,information regarding user device 102 viewing of the advertisement canbe transmitted from the advertising provider 140 to the MPP 110 eitheras received, or on a batch basis.

After interruption of playback, data describing the advertisementcontrol interface is generated. In one embodiment, this advertisingcontrol interface comprises identifiers and/or a representation ofsecond set of candidate ads that may be chosen by the media programprovider 110 using techniques analogous to those described above, asshown in block 1634. In one embodiment, the second set of candidateadvertisements excludes the first advertisement (which was interruptedin response to the command of block 1626), but may or may not includeone or more of the other advertisements that were in the first set ofadvertisements. For example, the second set of advertisements may besimply the first set of advertisements with the interruptedadvertisement excluded. Generally, the fact that the user did notapparently like the first advertisement provides useful informationregarding the likes and dislikes of the user 132, so the memberadvertisements of the second set of candidate advertisements may becompletely different than the first set of candidate advertisements.After selecting the second set of candidate advertisements, theadvertisement control interface data is transmitted to the user device102.

Although the foregoing illustrates an embodiment in whichrepresentations for only a first set of advertisements are transmittedin block 1612 and the second set of advertisements transmitted afterreceipt of the interrupt command as shown in block 1636, otherembodiments are also envisioned. For example, representations for thesecond set of candidate advertisements (or all other candidateadvertisements for the media program or the viewing session) may betransmitted along with the first set shown in block 1612. The userdevice 102 then receives and stores the identifiers/representations ofthe first and second set of advertisements, and upon receiving theinterrupt command, retrieves the second set of candidate advertisementsfrom memory and provides them to the user 132 for selection, thusobviating the need for the second transmission of candidateadvertisements show in block 1636.

An exemplary advertisement control interface is illustrated in FIGS.14A-14B, FIG. 15, FIGS. 17A-17C, FIG. 18 and/or FIG. 19. In theseembodiments, a representation of each of the second set of candidateadvertisements is transmitted to the user device 102 for presentation,as shown in block 1636. The user device 102 receives representations ofthe second set of advertisements and provides them to the user 132, asshown in block 1638.

In block 1640, a second selection of a second advertisement 424 isaccepted. A message having that selection is then transmitted to themedia program provider 110 (and forwarded to the advertising provider140 if necessary) where the message is received and used to stream thesecond advertisement to the user device 102, as shown in blocks1642-1646. In embodiments in which the advertisements are locallystored, the first advertisement is interrupted and the selected secondadvertisement is played back locally. The user device 102 receives andplays the second advertisement, as shown in block 1648.

If a further interrupt command is received as shown in block 1650,processing is routed to block 1632, and the streaming of the currentlyplayed advertisement is interrupted and the process of reselectinganother advertisement begins anew. If not, block 1652 determines if theplaying of the advertisement has completed. If playing of theadvertisement has not completed, processing loops back to block 1646Aand 1646B to continue streaming and playback. If playback of theadvertisement has completed, processing is routed to block 1654, whichstreams the next advertisement 424 or next portion 426(2) of the mediaprogram to the user device 102 where it is received and played as shownin block 1656. Processing then proceeds to block 1608, which waits foranother advertisement opportunity. Advertisement opportunities mayinclude enough time to replay a single advertisement or multipleadvertisements. Accordingly, while the above-described playback of asingle advertisement within the advertisement opportunity, a pluralityof advertisements may be selected and replayed for each advertisementopportunity. Further, the user 132 may use the interfaces shown toselect multiple advertisements, each of which will play in the currentadvertising opportunity, or the interface may be used to select alladvertisements that will be shown during the playback of the mediaprogram.

If the user 132 were to interrupt a thirty second advertisement tenseconds after the advertisement began in order to select a secondadvertisement, then interrupt the second advertisement ten seconds afterthe second advertisement began, the user would end up watching a totalof fifty seconds of advertising (10 s+10 s+30 s). In one embodiment, theuser 132 is simply subjected to this additional advertising and istherefore disincentivized from interrupting advertisements unless theyfind them truly objectionable.

However, a “smart interruption” feature may be implemented to limit thetotal interruption of the media program to the original (i.e.non-interrupted) or other value. This can be accomplished by keepingtrack of how much advertisement time has been actually presented to theuser, comparing that value to the amount of advertisement time in theadvertisement break, and using the difference to select theadvertisement(s) to be played in place of the interruptedadvertisement(s). For example, if the advertisement break had a temporallength of 60 seconds, and the first advertisement of the advertisingbreak had a interrupted temporal play length of 10 seconds (it wasinterrupted after 10 seconds of play), that would leave 50 seconds ofadvertisement time for selection of the remaining advertisement(s). Thatis sufficient for one or more advertisements of different lengths, forexample, a 30 second advertisement and a 20 second advertisement, two 25second advertisements, or a 50 second advertisement.

The smart interruption feature computes the played advertisement time asthe time elapsed since the beginning of the advertising break and thereceipt of the interruption command, computes a remaining advertisingbreak time according to a difference between the temporal length of theadvertising break and the played advertisement time. The candidate setof advertisements that are presented to the user are then based on thecomputed remaining advertising time. In embodiments where more than oneadvertisement is to be shown during the advertising break, the userinterface may be provided with an interface that shows the temporallength of the advertising break, the remaining advertisement break time,and/or the elapsed time since the beginning of the advertisement breakand the receipt of the interruption command.

Different versions of advertisements may be used by the advertisingprovider 140. For example, an advertisement for dog food may comprise afirst version that is 30 seconds in length, a second version that is 15seconds in length, and a third version, which is 5 seconds in length.Any of these three versions may be selected to fill the remainingadvertising break with advertisements of the appropriate temporallength. While the foregoing indicates that the interruption of theplayback of the media program occurs essentially instantaneously, otherembodiments, which allow such interruption only every N seconds may beimplemented. In other words, the user may be permitted to requestinterruption of the advertisement, but the advertisement may continuefor a minimum time before the next advertisement is presented. Forexample, if the user requests interruption of a 30-second advertisementafter 10 seconds of play, the interruption of the playback may bedelayed until the advertisement has been replayed at least 15 seconds.This allows a second 15 second advertisement to be shown without emptytime.

Given the teaching herein, embodiments in which other limits are imposedupon the user's ability to interrupt advertisements and/or select otheradvertisements for viewing are also possible. In one embodiment, users132 may be permitted to interrupt only certain number of advertisementsper media program or advertising opportunity. For example, the user 132may be permitted to interrupt only one advertisement 424 to selectanother per advertisement 422(1) opportunity (during an advertisementbreak in the media program) and/or may be permitted a total of threeinterruptions and reselections per media program 320 or per hour.

The means for keeping track of how much of the advertisement 424 hasbeen shown to the user before interruption and for computing the timeremaining for other advertisements in the advertisement break can beimplemented in the user device 102 including the media program player304, the media program provider 110 or the advertising provider 140.This data is not only useful for scheduling interruptions andadvertisements as described above, but also useful so that the mediaprogram provider 304 may determine on a user 132 or user group basis,which advertisements are being viewed in their entirety and whichadvertisements are being interrupted, and statistically how far along intime the advertisements were shown before being interrupted.

FIG. 17A is a diagram illustrating an exemplary user interface 1700 thatcan be used to interrupt playback of an advertisement to select anotheradvertisement and/or to obtain user 132 feedback during the playing ofthe advertisement.

As illustrated, the interface includes media player interface 1704 anannunciator 1703 indicating how much time remains in the advertisementopportunity 422, and hence, how long it will be before the streaming andplayback of the media program 320 will begins or resume. During thestreaming and playback of the media program 320, the user can selectcontrol 1705 if the advertisement is relevant or enjoyed by the user 132and control 1707 if the advertisement is not relevant or not enjoyed bythe user. As described above, that information is transmitted (forexample, via a beacon call) and used to identify future advertisementsor advertisement options. The interface 1700 also may include an ad swapcontrol 1709.

Selection of the ad swap control 1709 sends a command to the MPP 110 tosend additional data updating the user interface to provide the user 132with the ability to swap another advertisement for the one beingpresented to the user. In the illustrated embodiment, a portion of theplayer area 1704 is shaded to partially occlude the advertisement (thuspermitting continued playback of the advertisement that was interrupteduntil another selection is made). The shaded portion 1708 includes aplurality of thumbnails 1710A-1710C, each representing an advertisementthat may be substituted for the interrupted advertisement. Uponselection of one of the thumbnails, the streaming and playback of theinterrupted advertisement is ceased, and the streaming and playback ofthe selected advertisement is commenced.

In one embodiment, advertisers are not charged or are charged less foradvertisements that are interrupted. However, since the user 132 ispresumably more interested in the advertisement selected to replace theinterrupted ad, the MPP 110 may charge the advertiser of the secondadvertisement greater than that of standard advertisement.

Advertisement Feedback

As described above, one embodiment of the invention provides the user132 with a means for providing feedback regarding the advertisementspresented. This feedback can be provided during the presentation of theadvertisement, or after the advertising is presented. This informationcan be used to learn more about the user 132 so that more suitableadvertisements may be selected for presentation (whether as a set ofoptional advertisements for selection by the user or as advertisementsthat must be shown to the user).

For example, FIG. 4D shows an embodiment in which data that is used toprovide advertising feedback is transmitted to the user device 102included within or in conjunction with the streamed advertisement.

FIG. 17C is a diagram illustrating an exemplary user interface 1701 thatcan be provided to the user 132 after the user has viewed anadvertisement. The interface 1701 includes a media player 1704, whichplayed the advertisement, a first control 1706 for indicating that theadvertisement was liked by the user 132 and a second control 1708 forindicating that the advertisement was not liked by the user 132.Selection of either the first control 1706 or the second control 1708opens a control set 1712 in which the user 132 can indicate why theyliked or didn't like the advertisement. The user 132 indicates as suchby selecting a choice from a menu of choices in the input box 1714, andselecting the “submit” control 1716. If the control set 1712 is open andthe user 132 has decided not to provide a reason or offer an opinion onthe advertisement, the user 132 may select the “cancel” control 1718.Responses for why the user 132 likes the advertisement can include thatit is entertaining or relevant, while responses for why the user doesnot like the advertisement can include that it is offensive, notrelevant (the user does not plan on purchasing the depicted kind ofproduct or service or prefers a different brand), repetitive, too loud,or was inserted at an inopportune time into the media program. Further,the user may be permitted to enter “other” in answer to whether they didor did not like the ad. The user may be compensated for providingfeedback (e.g. in the form of reduced advertisements), or not. However,even in cases where the user is not provided direct compensation forproviding feedback, the user is still provided some benefit, because theuser's answers can be used to more accurately select futureadvertisements.

The user may also select the “personalize ad” control 1711, if the userwould like to take a survey having one or more survey questions or enterother advertisement control data. In one embodiment, the surveyquestions are weighted towards questions or question categories thathave been deemed relevant in choosing the advertisement for the user 132to view. For example, if the user 132 had previously expressed aninterest in sports cars, and the advertisement presented was for sportscars, the survey questions presented in response to the selection of thepersonalize ad control 1711 can be survey questions that explore theuser's interest in sports cars in greater detail (e.g. do they preferforeign or domestic sports cars or whether sports sedans of interest).

Additional Advertisement Controls/Option Interfaces

FIG. 18 is a diagram showing an exemplary embodiment of a user interface1801 that may be used to control the presentation of advertisements.

This embodiment of the advertisement control interface comprises a mediaprogram player interface 1202 presented in the browser 470. The mediaprogram player interface 1802 includes a presentation area 1804 forpresenting the media program 320/advertisement 424 moving images, aprogress bar 1806, and playback controls 1803 (which include a fastreverse control 1803A, a pause control 1803B, a stop control 1803C, aplay control 1803D, and a fast forward control 1803E). The progress bar1806 provides an indication of the current temporal playback location ofthe media program, as indicated by slider 1808. The area 1810 to theleft of the slider 1808 indicates the portion of the media program320/advertisement already presented, and the shaded area 1812 to theright of the slider 1808 indicates that portion of the media program320/advertisement 424 that has been received and buffered for playbackby the media program player 304. In one embodiment, the progress bar1806 also includes indicators 1814A-1814C that indicate the temporalposition of advertisement breaks during presentation of the mediaprogram. For example, 1814A indicates that one or more advertisementswill be shown at the indicated temporal location, as does indicator1814B and indicator 1814C. The number of advertisements that may beshown during an advertising break may be one or a plurality ofadvertisements.

In one embodiment, when playback of the media program progresses to thepoint of an advertising break 422 (e.g. indicated by the slider 1808located over one of the indicators 1814A-1814C), playback of at leastone of the advertisements 424 to be played during the advertisementbreak begins. The user can indicate that they wish to interrupt theplayback of the media program by selecting an interrupt control 1816 orby attempting to move the slider 1814 from it's current position on anindicator 1814A-1814C.

When such an interrupt command is made, the media program player 304 maysimply stop playback of the current advertisement and begin playback ofanother advertisement selected by the media program player 304, or theuser may select an advertisement to play in the interruptedadvertisement's place. In one embodiment, the interface shown in FIG.14A, 14B or 15 is transmitted and presented to the user device 102 sothat the user 132 may select a replacement advertisement. In anotherembodiment, the set of advertisements from which the replacementadvertisement may be chosen may be presented to the user in an optionarea 1820 proximate the presentation area 1804. As shown in FIG. 18,thumbnails 1822A-1822D for each of the advertisements in the set of setof candidate replacement advertisements may be displayed, and navigationarrows 1824 can be used to select thumbnails for additional candidateadvertisements in the set. The advertisements that are presented forselection in the option area 1820 can be organized by brand,product/service and category of product/service, using radio buttons1826. The user may also select a “surprise me” radio button thatrandomizes the options presented.

Still another embodiment allows the user to preview which advertisementswill be shown at which times during the playback of the media program.For example, when the user mouses over, right clicks, or otherwiseselects one of the indicators (e.g. indicator 1814B in FIG. 18),thumbnail(s) for the advertisements that are currently planned to beshown during the advertisement break represented by the indicator can beshown proximate the moused over indicator 1814 or in the option area1820. For example, by mousing over indicator 1814B, one or morethumbnails 1818 for the advertisement(s) planned to be shown during theadvertisement break indicated by the indicator 1814B may be shown asillustrated. This feature permits the user to determine, at any timeduring or before playback of the media program, which advertisements arescheduled to be shown during media program playback. The user can selectthe thumbnail of one of the advertisements scheduled to be shown, andselect a different advertisement from options presented in the optionarea 1820 (e.g. by dragging a thumbnail 1822 to the indicator 1814) orin a different user interface such as the interface shown in FIG. 16. Inone embodiment, the user selects all of the advertisements before themedia program commences playback, while in other embodiments, the mediaprogram player commences playback, and a short period of time before theadvertisement is to be played, the user is given the opportunity toselect the advertisement, or to change the pre-selected advertisement toanother advertisement.

Since more than one advertisement may be played during the advertisementbreak, the advertisement selection user interface may be augmented withan advertisement scheduler portion 1828 that can be used to select whichadvertisements are replayed and when for each advertising break. FIG. 18illustrates an example of a user interface in which the user 132 hasinterrupted the playback of an advertisement played during theadvertisement break indicated by indicator 1814B. The length of theadvertisement break bar 1830 indicates the temporal length of theadvertisement break. A first portion 1832 indicates the temporalduration of advertisements that have already been played, and theremaining length of the advertisement break bar 1830 indicate theremaining advertisement break time. The user 132 may then selectadvertisements from the option area and drag them to the advertisingbar, placing them in the desired order relative to other advertisementsto be played during the advertisement break. Time bar 1834 indicateswhere the user-initiated interruption of the playback of theadvertisement occurred, and the distance to the right of the time bar1834 indicates how much time remains in the advertising break to playadditional advertisements. In the illustrated embodiment, fiveadvertisements have been selected and placed in the area to the right ofthe time bar 1834. The relative temporal length of each advertisement isindicated by the width of the blocks 1836-1844 representing eachselected advertisement. Advertisements can be placed into theadvertising break bar 1830 by any suitable method, including selectingthumbnails of candidate advertisements from the option area 1820 anddragging them to the appropriate position within the advertisement breakbar 1830, or by selecting thumbnails and selecting the add button 1846to add an advertisement or the delete 1848 button to delete theadvertisement. Advertisements can also be reordered simply by selectingthem and dragging them to a new position.

Saving Advertisements

In one embodiment, the user 132 can not only select advertisements to beplayed during advertising opportunities 422, but also selectadvertisements 424 to be saved or indexed for later replay at a timeconvenient and desirable to the user 132. This embodiment recognizesthat the user 132 will view advertisements that are relevant to possiblefuture purchases, which may be relevant to friends of the user 132, orwhich are simply enjoyable to watch. The ability to locally or remotelystore or index such advertisements 424 allows the user 132 to save anadvertisement 424 of interest for later viewing and additionalconsideration, or to forward it to another user. The user 132 maydesignate an advertisement as one to be saved by mousing over andselecting the advertisement 424 while it is playing, thus opening aninterface whereby the advertisement itself or an index to it may belocally or remotely saved. Alternatively or in addition, the mediaprogram player 304 may include a “save” or “save advertisement” controlthat can be selected to save the advertisement. Also alternatively or inaddition, the media program player 304, upon completing playback of theadvertisement, may present an interface giving the user 132 a yes/noquestion as to whether they would like to save the advertisement. In anyof such cases, a further interface may be presented which allows theuser to define where the advertisement is to be saved.

Saved advertisements may be transmitted to third parties, for example,friends of the user. The desired advertisement may be saved by selectingthe advertisement (e.g. by selecting the thumbnail associated with theadvertisement) and selecting the save/share control 1828, or byselecting the save/share control 1828 while the desired advertisement isbeing played. Selecting the save/share control 1828 may open a furtherinterface giving the user a choice as to saving or sharing theadvertisement. If the user chooses to save the advertisement, thesoftware file having the advertisement may be stored by the user device102 or a notation can be made by the media program provider 110 to theeffect that the user has decided to “bookmark” the advertisement foreasy access later. If the user chooses to share the advertisement, theadvertisement, or a link to the advertisement may be transmitted viae-mail or personal message. The shared advertisement may also bedelivered to the user internally to the media program provider. In otherwords, if the user sending the advertisement and the user receiving theadvertisement are both registered with the media program provider, theuser sending the advertisement (transmitting user) may simply identifythe advertisement to be transmitted and the user that is to receive theadvertisement (receiving user). The advertisement and the identity ofthe transmitting user may then be provided to the receiving user by themedia program provider 110 without resort to an external e-mail or othercommunication system.

FIG. 19 is a diagram illustrating an embodiment for interruptingplayback of an advertisement when the media program player 304 is in afull-screen mode. The full-screen mode expands the presentation area1804 of the media program player 304 to include all or substantially allof the area in the browser 470 window, masking most or all of thecontrols for navigating the media program. However, if the user selectsthe “escape” button or similar from the keyboard or provides a similarinput (e.g. by mousing over area 1902), playback of the currentadvertisement may be interrupted and options for selecting otheradvertisements may be presented as shown.

It is noted that the foregoing techniques actively involve the user inthe selection of the advertisements that they desire to view as a partof their viewing experience. This user input can be used to selectfurther advertisements or further advertisement options/candidates tothe user. Since the user has made active choices regarding whichadvertisements they wish to see and which they do not, this input ismore directly relevant to determine which advertisements the user wouldlike to see during presentation of a media program than other data thatmight be collected.

Those skilled in the art will recognize many modifications may be madeto this configuration without departing from the scope of the presentinvention. For example, those skilled in the art will recognize that anycombination of the above components, or any number of differentcomponents, peripherals, and other devices, may be used with the presentinvention.

CONCLUSION

This concludes the description of the preferred embodiments of thepresent invention. The foregoing description of the preferred embodimentof the invention has been presented for the purposes of illustration anddescription. It is not intended to be exhaustive or to limit theinvention to the precise form disclosed. Many modifications andvariations are possible in light of the above teaching. It is intendedthat the scope of the invention be limited not by this detaileddescription, but rather by the claims appended hereto. The abovespecification, examples and data provide a complete description of themanufacture and use of the composition of the invention. Since manyembodiments of the invention can be made without departing from thespirit and scope of the invention, the invention resides in the claimshereinafter appended.

1. A method of providing an advertisement with a streamed media programhaving at least one advertising break, comprising the steps of:receiving first data from a user device in a media program provider, thedata identifying the media program to be streamed to the user device;transmitting second data from the media program provider to the userdevice, the second data comprising metadata defining an advertisingbreak having at least one advertisement opportunity within the mediaprogram; at the advertisement opportunity, transmitting third data tothe user device, the third data comprising advertising control options;receiving fourth data from the user device, the fourth data comprisingthe user selected advertising control options; streaming theadvertisement to the user device according to the user selectedadvertising control options; receiving fifth data comprising datadescribing the streaming of the advertisement to the user device; andderiving and storing advertisement viewing data from the received fifthdata.
 2. The method of claim 1, wherein: the third data comprises datafor presenting only one screen having a set of specific advertisementson the user device from which only one specific advertisement ispermitted to be chosen for viewing during the advertising break; and thefourth data comprises an advertisement identifier identifying thedirectly selected one of the alternative advertisements.
 3. The methodof claim 2, wherein the set of specific advertisements presented foruser selection are computed at least in part according to previouslydirectly selected advertisements.
 4. The method of claim 2, wherein theonly one specific advertisement is selected by the media programprovider according to a previously directly selected advertisement ifthe fourth data is not received from the user device.
 5. The method ofclaim 2, wherein the set of specific advertisements are computedimmediately before the advertising break.
 6. The method of claim 1,wherein immediately prior to the advertising break, the media programprovider dynamically determines the advertising control options for anidentified user of the user device, the determined advertising controloptions based at least in part on advertising control options selectedby the user at an immediately preceding advertising break.
 7. The methodof claim 1, wherein the fifth data is received on a same communicationschannel as the streamed advertisement.
 8. The method of claim 1, whereinthe media program and advertisement are streamed to the user device in asame temporal session using the same communications channel and thefifth data is received via a same communication channel.
 9. The methodof claim 1, wherein the fifth data is transmitted immediately uponoccurrence of a media program player event to the source of the streamedadvertisement.
 10. The method of claim 9, wherein the media programplayer event is selected from the group comprising: a request for theadvertisement; an error in playback of the advertisement; a start in theplayback of the advertisement; an end of the playback of theadvertisement; a mouseover of the advertisement; a trick play of theadvertisement; and a change in volume of the play of the advertisement.11. The method of claim 1, wherein the fifth data is transmitted via abeacon service having a set of HTTP endpoints accessed by a mediaprogram player executing in the user device.
 12. The method of claim 11,wherein the fifth data comprises a beacon call transmitted via thebeacon service to the one of the set of HTTP endpoints associated withan event.
 13. The method of claim 12, wherein the event is selected froma group of events, each event of the group of events being associatedwith one of the set of HTTP endpoints.
 14. The method of claim 13,wherein the set of events and associated set of HTTP endpoints aretransmitted to the media program player in response to a configurationcall received from the media program player via the beacon service. 15.The method of claim 1, wherein the fifth data comprises data selectedfrom the group comprising: RTCP receiver reports associated with thestreamed advertisement; and RSTP control messages associated with thestreamed advertisement.
 16. The method of claim 1, wherein theadvertising control options comprise a directly selected advertisementassociated with an advertisement identifier and the fifth data furthercomprises the advertisement identifier.
 17. The method of claim 1,wherein the advertisement is streamed from an advertising serverexternal to the media program provider, and the fifth data istransmitted from the user device to the advertising server and from theadvertising server to the media program provider.
 18. The method ofclaim 1, further comprising the steps of: determining a programidentifier (PID) identifying a specific instance of the identified mediaprogram associated with a non-persistent media program locator;transmitting the PID to the user device; receiving the PID and a userdevice identifier from the user device in a content selector of themedia program provider; and generating the media program resourcelocator for the media program in the content selector according to thePID and the user device identifier; generating an authentication tokenat least in part according to the user device identifier; andtransmitting the non-persistent locator associated with the specificinstance of the media program and the authorization token to the userdevice; receiving the authorization token from the user device accordingto the non-persistent locator; streaming the media program only if thereceived authorization token matches the generated authorization token.19. The method of claim 1, further comprising the steps of: receivingsixth data from the user device during the streaming of the directlyselected advertisement, the sixth data having a command interruptingplayback of the selected advertisement; transmitting seventh data to theuser device, the seventh data comprising data for presenting a choice ofa second set of specific advertisements on the user device from which aonly one advertisement is permitted to be chosen for viewing during theadvertising break, wherein each advertisement of the second set ofspecific advertisements are of the same temporal length as theinterrupted directly selected advertisement.
 20. The method of claim 1,wherein: the method further comprises the steps of receiving sixth datafrom the user device during the streaming of the directly selectedadvertisement, the sixth data having a command interrupting playback ofthe selected advertisement; and the third data further comprises furtheradvertising control options for selection by the user, the furtheradvertising control options presented in response to the commandinterrupting playback of the selected advertisement.
 21. The method ofclaim 20, wherein the third data comprises first data for presenting afirst only one screen having a first set of specific advertisements onthe user device from which a first only one specific advertisement ispermitted to be chosen for viewing during the advertisement break andsecond data for presenting a second only one screen having a second setof specific advertisements on the user device from which a second onlyspecific advertisement is permitted to be chosen for viewing during theadvertisement break.
 22. A method of providing an advertisement with astreamed media program having at least one advertising break, comprisingthe steps of: receiving first data from a user device in a media programprovider, the data identifying the media program to be streamed to theuser device; transmitting second data from the media program provider tothe user device, the second data comprising metadata defining anadvertising break having at least one advertisement opportunity withinthe media program; streaming a first advertisement to the user device;receiving second data from the user device during the streaming of thefirst advertisement, the second data commanding substitution of analternative advertisement; interrupting the streaming of the firstadvertisement to the user device in response to the second data;transmitting third data to the user device, the third data comprisingadvertising control options, wherein the third data consists of data forpresenting an interface consisting of a choice of a plurality ofalternate advertisements; receiving fourth data from the user device,the fourth data identifying only one of the alternate advertisements asa selected alternative advertisement; streaming the selected alternativeadvertisement to the user device; receiving fifth data comprising datadescribing the streaming of the advertisement to the user device; andderiving and storing advertisement viewing data from the received fifthdata.
 23. The method of claim 22, wherein the interface presents thechoice of a plurality of alternative advertisements as an overlay over aplayback of the first advertisement on the user device.
 24. The methodof claim 23, wherein the user device continues to playback the firstadvertisement until the streaming of the second advertisement to theuser device commences.
 25. The method of claim 23, wherein the seconddata commands interruption of the streaming of the first advertisement.26. The method of claim 22, wherein: the step of streaming the firstadvertisement to the user device comprises the steps of: generating asegment playlist having one or more resource identifiers associated withthe first advertisement; transmitting the segment playlist to the userdevice; and receiving one or more requests for the first advertisementfrom the user device as indicated by the one or more resourceidentifiers; the step of streaming the selected alternativeadvertisement to the user device comprises the steps of: generating anupdated segment playlist having one or more substitute resourceidentifiers associated with the selected alternative advertisementsubstituted for the one or more resource identifiers associated with thefirst advertisement; transmitting the updated segment playlist to theuser device; and receiving one or more requests for the selectedalternative advertisement as indicated by the one or more substituteresource identifiers.
 27. The method of claim 26, wherein: the segmentplaylist includes tags delineating the media program from the firstadvertisement; and the step of generating an updated segment playlisthaving one or more substitute resource identifiers associated with theselected alternative advertisement substituted for the one or moreresource identifiers associated with the first advertisement comprisesthe step of substituting the one or more substitute resource identifiersbetween the tags.
 28. A method of providing an advertisement with astreamed media program having at least one advertising break, comprisingthe steps of: receiving first data from a user device in a media programprovider, the data identifying the media program to be streamed to theuser device; transmitting second data from the media program provider tothe user device, the second data comprising metadata defining anadvertising break having at least one advertisement opportunity withinthe media program; transmitting third data to the user device, the thirddata comprising advertising control options comprising data forpresenting an interface consisting essentially of a choice of aplurality of alternate advertisements; streaming a first advertisementto the user device at the advertising break; receiving fourth data fromthe user device during the streaming of the first advertisement, thefourth data commanding substitution of an alternative advertisement;interrupting the streaming of the first advertisement to the user devicein response to the fourth data; receiving fifth data from the userdevice, the fifth data identifying only one of the alternateadvertisements as a selected alternative advertisement; streaming theselected alternative advertisement to the user device; receiving sixthdata comprising data describing the streaming of the advertisement tothe user device; and deriving and storing advertisement viewing datafrom the received sixth data.
 29. The method of claim 28, wherein theinterface presents the choice of a plurality of alternativeadvertisements as an overlay over a playback of the first advertisementon the user device.
 30. The method of claim 29, wherein the user devicecontinues to playback the first advertisement until the streaming of thesecond advertisement to the user device commences.
 31. The method ofclaim 29, wherein the fourth data commands interruption of the streamingof the first advertisement.
 32. The method of claim 28, wherein: thestep of streaming the first advertisement to the user device comprisesthe steps of: generating a segment playlist having one or more resourceidentifiers associated with the first advertisement; transmitting thesegment playlist to the user device; and receiving one or more requestsfor the first advertisement from the user device as indicated by the oneor more resource identifiers; the step of streaming the selectedalternative advertisement to the user device comprises the steps of:generating an updated segment playlist having one or more substituteresource identifiers associated with the selected alternativeadvertisement substituted for the one or more resource identifiersassociated with the first advertisement; transmitting the updatedsegment playlist to the user device; and receiving one or more requestsfor the selected alternative advertisement as indicated by the one ormore substitute resource identifiers.
 33. The method of claim 32,wherein: the segment playlist includes tags delineating the mediaprogram from the first advertisement; and the step of generating anupdated segment playlist having one or more substitute resourceidentifiers associated with the selected alternative advertisementsubstituted for the one or more resource identifiers associated with thefirst advertisement comprises the step of substituting the one or moresubstitute resource identifiers between the tags.
 34. An apparatus forproviding an advertisement with a streamed media program having at leastone advertising break, comprising: means for receiving first data from auser device in a media program provider, the data identifying the mediaprogram to be streamed to the user device; means for transmitting seconddata from the media program provider to the user device, the second datacomprising metadata defining an advertising break having at least oneadvertisement opportunity within the media program; means fortransmitting third data to the user device at the advertisementopportunity, the third data comprising advertising control options;means for receiving fourth data from the user device, the fourth datacomprising the user selected advertising control options; means forstreaming the advertisement to the user device according to the userselected advertising control options; means for receiving fifth datacomprising data describing the streaming of the advertisement to theuser device; and means for deriving and storing advertisement viewingdata from the received fifth data.
 35. The apparatus of claim 34,wherein: the third data comprises data for presenting only one screenhaving a set of specific advertisements on the user device from whichonly one specific advertisement is permitted to be chosen for viewingduring the advertising break; and the fourth data comprises anadvertisement identifier identifying the directly selected one of thealternative advertisements.
 36. The apparatus of claim 35, wherein theset of specific advertisements presented for user selection are computedat least in part according to previously directly selectedadvertisements.
 37. The apparatus of claim 35, wherein the only onespecific advertisement is selected by the media program provideraccording to a previously directly selected advertisement if the fourthdata is not received from the user device.
 38. The apparatus of claim35, wherein the set of specific advertisements are computed immediatelybefore the advertising break.
 39. The apparatus of claim 34, whereinimmediately prior to the advertising break, the media program providerdynamically determines the advertising control options for an identifieduser of the user device, the determined advertising control optionsbased at least in part on advertising control options selected by theuser at an immediately preceding advertising break.
 40. The apparatus ofclaim 34, wherein the fifth data is received on a same communicationschannel as the streamed advertisement.
 41. The apparatus of claim 34,wherein the media program and advertisement are streamed to the userdevice in a same temporal session using the same communications channeland the fifth data is received via a same communication channel.
 42. Theapparatus of claim 34, wherein the fifth data is transmitted immediatelyupon occurrence of a media program player event to the source of thestreamed advertisement.
 43. The apparatus of claim 42, wherein the mediaprogram player event is selected from the group comprising: a requestfor the advertisement; an error in playback of the advertisement; astart in the playback of the advertisement; an end of the playback ofthe advertisement; a mouseover of the advertisement; a trick play of theadvertisement; and a change in volume of the play of the advertisement.44. The apparatus of claim 34, wherein the fifth data is transmitted viaa beacon service having a set of HTTP endpoints accessed by a mediaprogram player executing in the user device.
 45. The apparatus of claim44, wherein the fifth data comprises a beacon call transmitted via thebeacon service to the one of the set of HTTP endpoints associated withan event.
 46. The apparatus of claim 45, wherein the event is selectedfrom a group of events, each event of the group of events beingassociated with one of the set of HTTP endpoints.
 47. The apparatus ofclaim 46, wherein the set of events and associated set of HTTP endpointsare transmitted to the media program player in response to aconfiguration call received from the media program player via the beaconservice.
 48. The apparatus of claim 34, wherein the fifth data comprisesdata selected from the group comprising: RTCP receiver reportsassociated with the streamed advertisement; and RSTP control messagesassociated with the streamed advertisement.
 49. The apparatus of claim34, wherein the advertising control options comprise a directly selectedadvertisement associated with an advertisement identifier and the fifthdata further comprises the advertisement identifier.
 50. The apparatusof claim 34, wherein the advertisement is streamed from an advertisingserver external to the media program provider, and the fifth data istransmitted from the user device to the advertising server and from theadvertising server to the media program provider.
 51. The apparatus ofclaim 34, further comprising: means for determining a program identifier(PID) identifying a specific instance of the identified media programassociated with a non-persistent media program locator; means fortransmitting the PID to the user device; means for receiving the PID anda user device identifier from the user device in a content selector ofthe media program provider; and means for generating the media programresource locator for the media program in the content selector accordingto the PID and the user device identifier; means for generating anauthentication token at least in part according to the user deviceidentifier; and means for transmitting the non-persistent locatorassociated with the specific instance of the media program and theauthorization token to the user device; means for receiving theauthorization token from the user device according to the non-persistentlocator; means for streaming the media program only if the receivedauthorization token matches the generated authorization token.
 52. Theapparatus of claim 34, further comprising: means for receiving sixthdata from the user device during the streaming of the directly selectedadvertisement, the sixth data having a command interrupting playback ofthe selected advertisement; and means for transmitting seventh data tothe user device, the seventh data comprising data for presenting achoice of a second set of specific advertisements on the user devicefrom which a only one advertisement is permitted to be chosen forviewing during the advertising break, wherein each advertisement of thesecond set of specific advertisements are of the same temporal length asthe interrupted directly selected advertisement.
 53. The apparatus ofclaim 34, wherein: the apparatus further comprises means for receivingsixth data from the user device during the streaming of the directlyselected advertisement, the sixth data having a command interruptingplayback of the selected advertisement; and the third data furthercomprises further advertising control options for selection by the user,the further advertising control options presented in response to thecommand interrupting playback of the selected advertisement.
 54. Theapparatus of claim 53, wherein the third data comprises first data forpresenting a first only one screen having a first set of specificadvertisements on the user device from which a first only one specificadvertisement is permitted to be chosen for viewing during theadvertisement break and second data for presenting a second only onescreen having a second set of specific advertisements on the user devicefrom which a second only specific advertisement is permitted to bechosen for viewing during the advertisement break.
 55. An apparatus forproviding an advertisement with a streamed media program having at leastone advertising break, comprising: means for receiving first data from auser device in a media program provider, the data identifying the mediaprogram to be streamed to the user device; means for transmitting seconddata from the media program provider to the user device, the second datacomprising metadata defining an advertising break having at least oneadvertisement opportunity within the media program; means for streaminga first advertisement to the user device; means for receiving seconddata from the user device during the streaming of the firstadvertisement, the second data commanding substitution of an alternativeadvertisement; means for interrupting the streaming of the firstadvertisement to the user device in response to the second data; meansfor transmitting third data to the user device, the third datacomprising advertising control options, wherein the third data consistsof data for presenting an interface consisting of a choice of aplurality of alternate advertisements; means for receiving fourth datafrom the user device, the fourth data identifying only one of thealternate advertisements as a selected alternative advertisement; meansfor streaming the selected alternative advertisement to the user device;means for receiving fifth data comprising data describing the streamingof the advertisement to the user device; and means for deriving andstoring advertisement viewing data from the received fifth data.
 56. Theapparatus of claim 55, wherein the interface presents the choice of aplurality of alternative advertisements as an overlay over a playback ofthe first advertisement on the user device.
 57. The apparatus of claim56, wherein the user device continues to playback the firstadvertisement until the streaming of the second advertisement to theuser device commences.
 58. The apparatus of claim 56, wherein the seconddata commands interruption of the streaming of the first advertisement.59. The apparatus of claim 55, wherein: the means for streaming thefirst advertisement to the user device comprises: means for generating asegment playlist having one or more resource identifiers associated withthe first advertisement; means for transmitting the segment playlist tothe user device; and means for receiving one or more requests for thefirst advertisement from the user device as indicated by the one or moreresource identifiers; the means for streaming the selected alternativeadvertisement to the user device comprises: means for generating anupdated segment playlist having one or more substitute resourceidentifiers associated with the selected alternative advertisementsubstituted for the one or more resource identifiers associated with thefirst advertisement; means for transmitting the updated segment playlistto the user device; and means for receiving one or more requests for theselected alternative advertisement as indicated by the one or moresubstitute resource identifiers.
 60. The apparatus of claim 59, wherein:the segment playlist includes tags delineating the media program fromthe first advertisement; and the means for generating an updated segmentplaylist having one or more substitute resource identifiers associatedwith the selected alternative advertisement substituted for the one ormore resource identifiers associated with the first advertisementcomprises means for substituting the one or more substitute resourceidentifiers between the tags.
 61. An apparatus for providing anadvertisement with a streamed media program having at least oneadvertising break, comprising: means for receiving first data from auser device in a media program provider, the data identifying the mediaprogram to be streamed to the user device; means for transmitting seconddata from the media program provider to the user device, the second datacomprising metadata defining an advertising break having at least oneadvertisement opportunity within the media program; means fortransmitting third data to the user device, the third data comprisingadvertising control options comprising data for presenting an interfaceconsisting essentially of a choice of a plurality of alternateadvertisements; means for streaming a first advertisement to the userdevice at the advertising break; means for receiving fourth data fromthe user device during the streaming of the first advertisement, thefourth data commanding substitution of an alternative advertisement;means for interrupting the streaming of the first advertisement to theuser device in response to the fourth data; means for receiving fifthdata from the user device, the fifth data identifying only one of thealternate advertisements as a selected alternative advertisement; meansfor streaming the selected alternative advertisement to the user device;means for receiving sixth data comprising data describing the streamingof the advertisement to the user device; and means for deriving andstoring advertisement viewing data from the received sixth data.
 62. Theapparatus of claim 61, wherein the interface presents the choice of aplurality of alternative advertisements as an overlay over a playback ofthe first advertisement on the user device.
 63. The apparatus of claim62, wherein the user device continues to playback the firstadvertisement until the streaming of the second advertisement to theuser device commences.
 64. The apparatus of claim 62, wherein the fourthdata commands interruption of the streaming of the first advertisement.